Marketing Leader from Startup to Successful | Brand Management | System Builder | Digital Marketing | Partnership Marketing
It feels like we're witnessing the modern day business war of PEPSI V COKE play out between OLIPOP PBC and poppi. The battle lines have been drawn, strategies are coming into focus. Who will win? To me, that answer depends on what you consider winning. If acquisition is the game then it looks like Poppi is steaming towards being acquired by Coca Cola which would mean "Victory"? I wish this weren't the case, because I would love to watch these two grow and battle for years to come, but this end seems more likely than not. If you think winning is building the largest independent operation, it appears Olipop will continue to drive in that direction successfully as they eye $400Mil in sales this year - doubling last year. INCREDIBLE. On the marketing front, I give the edge to Olipop for long term brand building. They are forming strong partnerships, adding sponsorships and investing in content that resonates. The tone seems consistent and on point and should resonate long into the future. Poppi went big with the Super Bowl ad which will hit a quick awareness button, but some of the big screen ads like this feel in conflict with the modern and more authentic work like activating ZENYARA. If that message conflict persists Gen Z and Millennials will notice and shy away. Both product sets are interesting, solid and offer functional benefit so I'll hold that as a tie. Ultimately time and perspective will deem the winner, but in the meantime we get to watch something very cool play out. Fundamental marketing ignited with creativity will help lead both of these companies to success, and I'm here for it.
John Foraker
3mo
IMO they are both winners. This is a massive category, there's room for two massive long term winners, and possibly more. Both are doing pretty amazing things, it is fun to watch. The premium price points relative to legacy soda, combined with functionality and better nutrition that is working in a very mainstream way EVERYWHERE says a lot about state of the consumer for health & wellness. Read = VERY STRONG
Lars Miller
3mo
I am going to disagree with you on the marketing front. I think Poppi is absolutely crushing their market and positioning. Their Coachella partnership with Alix Earle was amazing. They are crushing it on Tiktok and IG. I have never seen an ad for Olipop and other than seeing their products on shelves and being aware of them since I love beverages/CPG I never see any of their marketing. As far as taste goes, poppi is the clear winner IMO.
Scott Metzger
3mo
I'm really curious where this heads. I see both as currently reliant on wholly unsustainable pricing models. Maybe I'm wrong, but eventually those PTCs will have to come down, which could be an absolute killer if they are still on a CoMan supply model. Both brands are putting up eye-popping top line numbers, but are they able to be profitable at those levels or is all of that eaten up from the low margins from the CoMan and high sales and marketing expense to build the brand? Seems like a race to sell to Coke/Pepsi before all of the other factors come crashing down. Of course, this is the perspective of an outsider who knows NOTHING... but seems like for now the real winner is the CoMan collecting all of the margin along the way!
Josh Simmons
3mo
I tried an OLIPOP PBC cream soda at stagecoach for the first time 🤯 What a delicious product that isn’t actually bad for you. Haven’t tried poppi yet though, what’s everyone’s fav Poppi flavor❓
Abigail Sullivan
3mo
Sooo which one is your fav?
Based on flavor im team Poppi all the way. Not sure what winning means for these folks but in my world these days winning would mean that the people from founder to janitor that got the brands to this point would all be well treated, respected and compensated through what ever mergers and acquisitions may come.
Chris Liberty
3mo
It will be interesting to watch the development of both of these companies attacking big soda. Right now, that seems to be their shared enemy but then what? When big soda stops being the focus, do they start: 1.) Ignoring each other entirely OR 2.) Go head to head 🥊
Nathan Allebach
3mo
Sick breakdown! Totally agree on the marketing front. As someone with gut issues, I've been a fan of both brands since their launches. Poppi being shelf stable is a huge W. We've bought large packs of Olipop to save money and had trouble storing it. Poppi also has a much bolder route into the gut health story with their apple cider vinegar, which gives their flavors a distinctive taste that may turn some people off, but it also avoids the uncanny valley of tasting like slightly worse big brand sodas. On the flip side, Olipop's formula replicates those big brand sodas more often, so when it works, they're a clearer go-to for people going the better-for-you route—but when it doesn't work, they fall into that uncanny valley. In terms of branding, they're both light years ahead of almost everything in that flooded category. I love seeing them both win!
Joseph Verdi
2mo
If either get bought out by Coke or Pepsi, I’ll never purchase again. I imagine a good amount of consumers feel this way. Maybe not enough to make a difference, probably, but maybe.
Director of Growth + Partnerships @ OLIPOP PBC
3mosolid take!