Marketing missteps happen—even to some of the world’s most recognizable brands. But when a strategy is out of sync with your audience’s values, expectations, or current cultural tone, the fallout can be swift and unforgiving.

One recent case in point? The well-intentioned but poorly received Super Bowl campaign by prebiotic soda brand Poppi. Let’s unpack what happened, what went wrong, and what your brand can do to avoid making the same mistakes.

A Campaign That Missed the Pop(p)i Culture Pulse

Leading up to the 2025 Super Bowl, Poppi launched what was meant to be a high-impact influencer campaign. The centerpiece? Fully branded vending machines delivered directly to influencers’ homes—stocked with Poppi cans and ready to go viral (you might’ve seen these on TikTok).

Spoiler alert: They did go viral, just not for the reasons Poppi hoped.

Instead of driving excitement, the campaign sparked more criticism online for being excessive, performative, and out of touch. Influencers and consumers alike called out the campaign’s lack of substance, questioning why the brand spent upwards of $25,000 per vending machine (according to competitor Olipop) on a flashy stunt rather than a thoughtful message.

The sentiment was clear: In an era where consumers prioritize authenticity and value-driven branding, this campaign felt more like a missed connection than a bold move.

Marketing Misalignment: When Execution Undercuts Intent

Poppi isn’t the first (or the last) brand to stumble with a misaligned campaign. Remember Pepsi’s 2017 ad featuring Kendall Jenner? The one that tried to equate a can of soda with solving social unrest? That campaign was pulled almost immediately after backlash flooded in—and for good reason.

Both campaigns had similar blind spots:

✔️ Big platforms

✔️ Big budgets

✔️ Little understanding of the cultural moment or audience expectations.

The result? Brand trust took a hit—and rebuilding that is no small feat.

According to Edelman’s 2024 Trust Barometer, 57% of consumers will stop buying from a brand they no longer trust, and 71% say they’re more likely to support brands that reflect their personal values.

In other words, alignment isn’t just a branding best practice—it’s a bottom-line necessity.

So, Why Does This Keep Happening?

As marketers, we love a big idea. We’re wired to seek out the bold, the different, the unexpected. But when that idea isn’t grounded in research, empathy, and real-world relevance, even the most visually stunning campaign can fall flat—or worse, damage your reputation.

Often, the root cause comes down to a few common issues:

• A desire to “go viral” without a clear brand purpose.
• A lack of diverse or grounded perspectives in the approval process.
• Over-prioritizing visuals and wow factor over message and meaning.

When you skip those critical strategic steps, the risk of backlash skyrockets. And thanks to social media, it only takes a few hours for a misfire to turn into a headline.

The Data Speaks Loud and Clear

Still not convinced it’s worth slowing down and pressure-testing your strategy? Consider this:

• 80% of consumers say authenticity influences their purchasing decisions (Stackla, 2021).
• Only 1 in 3 marketers validate campaign messaging with actual consumer feedback before launch (MarketingProfs).
• 72% of Gen Z and Millennials expect brands to be culturally aware and socially conscious (Sprout Social).

The takeaway? Today’s audiences are savvy—and they’re watching. Closely.

What Smart Brands Do Differently

At Boldthink, we’re big believers in bold ideas. But we’re also strategic realists. Because bold, when backed by data, empathy, and intention, can move markets. Bold without that foundation? Risky, expensive, and often regrettable.

Before you roll out your next campaign, here are the top three things you should double-check to keep your brand aligned, authentic, and out of damage-control mode:

1. Audience Alignment

Are you delivering value, insight, or entertainment that your audience actually wants? Better yet—have you asked them? Gut instinct isn’t a substitute for audience research. Whether it’s A/B testing messaging or gathering informal feedback from your customer service team, the more you know, the better you’ll perform.

2. Cultural Relevance

Does your message make sense in the context of current conversations, values, and sensitivities? Is it inclusive? Is it timely? Before launching anything outward-facing, run it through a cultural filter. This doesn’t mean playing it safe—but it does mean playing it smart.

3. Strategic Purpose

What’s the end goal of your campaign—and is this the best tactic to get you there? Don’t chase headlines just for the sake of buzz. Your campaign should build long-term brand equity, not just spike short-term engagement.

Marketing that resonates doesn’t have to be flashy or expensive—it just has to be thoughtful. Poppi’s campaign is a great reminder that creative risk must be balanced with strategic intent. Because when your brand is aligned with what your audience values, you don’t need a vending machine to get noticed.

If you’re looking to fine-tune your strategy—or want a partner who asks the hard (but necessary) questions—that’s what we do. Let’s talk.