A Masterclass in Brand Relevance: How Poppi Won Me Over

In partnership with

There’s a reason 400,000 professionals read this daily.

Join The AI Report, trusted by 400,000+ professionals at Google, Microsoft, and OpenAI. Get daily insights, tools, and strategies to master practical AI skills that drive results.

Sign up now for free and work smarter, not harder.

It’s not often I feel compelled to follow a brand on social media these days. 

As someone who works in the marketing space, I’d rather fill my following with friends' photo dumps and creators who inspire me as a writer. However, while I was brainstorming ideas for a new product launch for a brand I work with, I found myself on Poppi’s Instagram page. Even as a fan of their healthy probiotic sodas, I’d never really seen their digital marketing and now they’re on my list of dream clients.

From a first glance, I liked that their page is equal parts brand and user-generated content. Personally, I don’t loooove when brands lean too heavily into UGC because it makes the feed look inconsistent and sloppy – lookin’ at you, @Chipotle. 

Poppi seems to do a good job mixing in their own brand identity with bold, colorful graphics, along with witty memes to target a younger audience. Can a 32-year-old be considered a young audience? Idk, I’m asking for a millennial friend. 👀

Their captions are short, sweet, and read like one of your Gen Z besties wrote it. AKA – it’s engaging and relevant. Even the graphic copy stands out to me. It helps that the design is also bright and fun so it catches your eye. Just all around no notes. 

Another reason I “smashed that follow button” is because I recognized familiar faces on their account. I respect a brand that knows how to lean into the moment by partnering with popular influencers and reality tv stars. It feels as though Poppi cares about paying attention and wants to capitalize on pop culture trends, which keeps their followers engaged and their brand relevant. 

Staying relevant is key to building a recognizable brand, and I think a major part of that is meeting your audience where they’re at and staying in touch with what’s happening in the world. Here’s another great example of this from Poppi:  

I enjoy keeping a healthy soda in my daily drink rotation just as much as I value top notch clever marketing. If you can create a product tone and voice so engaging that I actually willingly subject myself to consume its content, that means they must be doing something right. 

I even went as far to connect with their Senior Copywriter on LinkedIn because you know this girl is going to be on the lookout for an opportunity to collab… 👀

Still shooting my shot in 2025 and hoping Poppi is a Salesgirl who will see this – HMU.

Xo, The Salesgirls