Poppi Enters Gaming After PepsiCo Acquisition
PepsiCo has completed its $1.95 billion acquisition of prebiotic soda brand Poppi. The beverage giant aims to leverage Poppi's strong consumer engagement and unique market position within the rapidly growing functional beverage category, projected to reach $62 billion by 2027.
Poppi's rapid growth, strong consumer engagement, and differentiated functional positioning make it a dynamic addition to our portfolio. We are excited to scale Poppi's momentum and unlock new growth through our capabilities - we're just getting started.
- Ram Krishnan, CEO of PepsiCo Beverages U.S.
Gaming Marketing Targets Gen Z
Poppi is known for its community-focused marketing, including viral TikTok campaigns and influencer partnerships. Following the acquisition, the brand launched its new Alpine Blast flavor with a dedicated gaming marketing push, recognizing the synergy between soda and gaming culture.
Poppi partnered with a licensed Fortnite studio, Creator Corp, to develop an exclusive Fortnite mini-game promoted by Twitch streamer Cody "Clix" Conrod. The brand also launched "Alpine Blasters," a retro arcade-style web game that attracted over 126,000 plays in four days.
This dual approach allowed Poppi to connect with both Gen Z and older gamers, fostering a cross-generational conversation around the brand.
Beyond Gaming: Coachella and Merchandise
In addition to gaming, Poppi released a limited-edition merchandise collection and hosted a Coachella-adjacent event featuring creators, influencers, and Poppi investor Post Malone.
This integrated marketing strategy follows a controversial Super Bowl campaign. Poppi views the experience as a learning opportunity and emphasizes its commitment to building authentic relationships with its community.
The brand continues to prioritize creator partnerships and community engagement to translate large-scale marketing moments into genuine, everyday conversations.
The functional beverage market is expanding rapidly, and with PepsiCo's resources, Poppi is well-positioned for continued growth and innovation in the prebiotic soda sector.
