Poppi, a probiotic soda founded by Allison and Stephen Ellsworth, sold to PepsiCo for nearly $2 billion. The brand followed a four-step formula: position Big Soda as the enemy, offer a clear alternative with a sticky message, invest heavily in social media and creators, and build community on TikTok. The same playbook worked for Liquid Death, Siete Foods, Olipop, and Prime.
Poppi went from a home-brewed soda that Allison and Stephen Ellsworth made in their kitchen to selling to PepsiCo for nearly $2 billion yesterday. How'd they do it? And more importantly, how can you as a brand creator or entrepreneur follow their success? Here's their proven 4-step formula, which by the way is the same formula followed by Liquid Death, Siete Foods, Olipop, and Prime, which all have valuations well over $1 billion. Number 1: Pick an enemy. For Poppi, it Who was Big Soda. They exposed the harmful nature of traditional sodas and positioned themselves as the disruptor. 2. Offer a clear and better alternative. And lean into a sticky message. With Poppi, it was simple: probiotics for better gut health. A phrase that instantly resonated. Do not make marketing an afterthought. It needs to be a core part of the investment strategy. And invest heavily in social media and the creator economy. Tell the journey. Allison didn't just sell a drink. She sold a story. By sharing Poppi's growth on TikTok, she built a community of diehard fans who felt part of the brand's success. How do I know this? I've been writing about, interviewing, and working with better-for-you brands in the creator economy and social for over 10 years now, and it's easy to spot those that are going to have breakthrough growth and buyouts and those that are on the way to bankruptcy. If you want to be on the right side of this equation, comment "Blueprint" and I'll message you an outline of our proprietary method called the Creator Blueprint. A 6-step formula to scale your business and, if you'd like, sell it for a significant buyout.
