Why your boss hates the Poppi Super Bowl spot and why it’s perfect.
Spoiler alert: they’re obv not an ‘it’ girl lol.
Poppi’s “VIBES” spot featuring Charli XCX and Rachel Sennott is a perfect example of serving ONLY your target audience.
The spot has one message: drinking Poppi is a vibe. Even in the 2-minute long extended cut, the spot does not mention any flavors, no nutritional values, and no special RTBs that we advertisers love to latch on to. Instead, the brand aligns itself with a pop culture faction. Poppi is officially a 365 party girl.
Charli XCX has over 40 million monthly listeners. Rachel Sennott has risen to cultural icon status with movies like “Shiva Baby,” “Bodies, Bodies, Bodies” and “Bottoms”; plus her new hit HBO show “I Love LA.” These two starring in a commercial together not only brings a literal vibe to the spot, but also brings along millions of their diehard fans.
Kudos to the Poppi brand team for trusting the idea and staying true to the party girl aesthetic. The Poppi brand is bright and vibrant; however, the spot takes place in a dim classroom and even dimmer night club.
Youtube comments show positive reactions to the Poppi spot. But that’s no surprise—this commercial was literally created for the brats.
Comparatively, let’s look at another Super Bowl spot that features even more celebrities: Good Will Dunkin. Those Youtube comments are turned off. I’m not saying the Dunkin spot is bad, but, there are just too many things for people to nit-pick and comment on. Specifically, the use of anti-aging is cringe; whereas the Poppi spot celebrates pop culture right now.
In conclusion, the Poppi spot is a vibe because it’s serving only specific target audience. Partnering with celebrities has always been a marketing cheat code; and the best partnerships never feel forced. That’s how Poppi is cementing itself as the soda pop of choice for the pop girlies.
