Marketing Gone Wrong: What Handmade Sellers Can Learn from the Poppi vs. Olipop Controversy

When Marketing Backfires: Lessons in Ethics, Strategy, and Brand Integrity for Handmade Sellers

📌 Original article: Poppi, Olipop, and the Super Bowl Vending Machine Controversy

Super Bowl Sunday wasn’t just about touchdowns and ad placements—it also stirred up a major marketing controversy between two competing soda brands, Poppi and Olipop. The drama? A guerrilla marketing stunt that blurred the lines between smart strategy and brand sabotage.

For handmade sellers, this high-profile fiasco offers some powerful takeaways on marketing ethics, brand integrity, and competitive strategy. Let’s break down what happened, what went wrong, and what YOU can learn from it.

The Poppi vs. Olipop Incident: A Quick Recap

Both Poppi and Olipop are competitors in the booming prebiotic soda market, known for their health-conscious branding and influencer-driven marketing. As expected, both brands aimed to make a splash during the Super Bowl.

But here’s where things took a turn:

🔹 Olipop set up vending machines at Super Bowl events to distribute free cans of their soda.🔹 Poppi allegedly sabotaged Olipop’s campaign by running a separate campaign, prompting influencers to pretend they got Olipop cans from the vending machines—only to later reveal they were actually Poppi sodas.🔹 The backlash was swift. While some saw it as a clever guerrilla marketing tactic, many in the marketing and consumer space called it unethical and deceptive.

In the end, Poppi’s stunt backfired, making their brand look disingenuous instead of clever.

Lessons Handmade Sellers Can Learn from This Controversy

As a handmade seller, you may not be battling it out with major beverage brands, but the core lessons from this marketing misstep apply to any business—especially small brands looking to stand out in competitive spaces.

1. Ethical Marketing Always Wins

🚨 Lesson: Tricking customers is never a good strategy.

Poppi’s campaign crossed an ethical line by misleading consumers and influencers. Handmade sellers should always prioritize authenticity and transparency in their marketing.

✅ What to Do Instead:

• Be honest about your products. Don’t use misleading marketing tactics to appear bigger or different than you are.

• Avoid trashing competitors. Instead of taking shots at others, focus on why your brand is unique and valuable.

• If you use influencer marketing, ensure they’re genuine about your product and not engaging in bait-and-switch tactics.

2. Trust is Everything in Branding

🚨 Lesson: Building trust takes time, but losing it can happen overnight.

Handmade sellers rely on customer trust. If your audience feels deceived, it’s hard to win them back. Poppi’s stunt made customers question their brand’s integrity.

✅ What to Do Instead:

• Be clear about what makes your products special. No need for gimmicks—let your craftsmanship shine.

• Show behind-the-scenes content. Customers love seeing the real work that goes into handmade products.

• Stay consistent with your messaging. People remember brands that stay true to their values.

3. Know the Difference Between Disruption and Destruction

🚨 Lesson: Disruptive marketing can be great—but not when it destroys trust.

Some of the best marketing campaigns involve thinking outside the box (think Wendy’s snarky Twitter or Liquid Death’s extreme branding). But there’s a fine line between being disruptive and being destructive.

✅ What to Do Instead:

• Want to shake things up? Do it in a way that adds value.

• Surprise customers with a fun campaign, not a misleading one.

• Use humor, creativity, and unique positioning—but never at the expense of trust.

4. If You Mess Up, Own It Quickly

🚨 Lesson: Damage control is part of business. How you respond to controversy matters.

Poppi faced backlash because their stunt was seen as dishonest, and they didn’t immediately address the concerns. When brands make mistakes, the worst thing they can do is double down or stay silent.

✅ What to Do Instead:

• If something goes wrong, acknowledge it. Own up to mistakes before they spiral.

• Apologize if needed, then fix it. Transparency can turn a PR nightmare into a brand loyalty moment.

• Communicate with customers openly. Whether it's a shipping delay or product issue, customers appreciate honesty.

5. Competition Should Inspire You, Not Distract You

🚨 Lesson: Spending energy attacking competitors takes away from building your own success.

Instead of finding ways to tear down Olipop, Poppi could have focused on elevating their own brand in a unique way. Handmade sellers often feel pressure to compare themselves to competitors—but that’s wasted energy.

✅ What to Do Instead:

• Stay in your lane. Focus on perfecting your craft, serving your customers, and building your brand.

• Differentiate through quality and storytelling. A compelling brand story always wins over shady tactics.

• Collaboration > Competition. Instead of tearing down competitors, find ways to work together, cross-promote, or celebrate each other’s wins.

Final Takeaway: Play the Long Game in Business

Marketing is about building trust, credibility, and a lasting brand—not quick gimmicks that can backfire. The Poppi vs. Olipop situation is a perfect reminder that how you market matters just as much as what you sell.

For handmade sellers, the best marketing strategy is authenticity, consistency, and focusing on customers over competitors. Stay true to your values, tell your story with integrity, and trust that your audience will recognize and reward genuine brands.

💬 What do you think about the Poppi controversy? Have you ever seen a marketing campaign backfire? Drop your thoughts in the comments!

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