It’s common for brands to send products to influencers in hopes that they’ll unbox them and share a glowing first impression. But audiences are growing increasingly frustrated with the trend of retailers sending overly extravagant gifts to big-time influencers—who are already making bank beyond our wildest dreams. Viewers are expressing outrage that brands are giving expensive, excessive perks to rich influencers (who often toss aside the products, never to use them again, after posting a video) while ignoring the prospective customers who could really benefit from the products.
Brands riding this trend are missing a golden opportunity to make meaningful connections with their audience.
A Soda Social Media Saga
Poppi, a soda company offering a variety of sparkling prebiotic sodas, has made waves with its vending machine PR stunt on TikTok. While Poppi isn’t the first brand to shower influencers with lavish gifts, the company’s recent move has raised eyebrows. Poppi sent full-size vending machines—fully stocked—to influencers for their homes. Several influencers who received this gift include Rach Sullivan, Kaeli Mae, Jake Shane, and Emilie Kiser.
The day after the Super Bowl, Poppi’s founder, Allison Ellsworth, posted a TikTok to explain that the vending machines were intended for Super Bowl Sunday parties and they would eventually be reclaimed “after this weekend, as we’ve always done in the past and has always been part of the plan for all of our campaigns and all our activations. It was always our intention to share these with you through marketing events, community pop-ups and giveaways.”
Yet, the comments section showed many followers viewed the company’s actions as overly indulgent, insensitive and out of touch. Some even pledged to stop supporting Poppi altogether. Poppi took marketing far past the traditional boundaries of advertising—and not necessarily in a good way.
TikTok Experts Weigh In
TikTok user Kait Myers provided an insightful critique of the situation and suggested an alternative strategy that could have made Poppi look like a true hero in the eyes of consumers.
In Myers’ video, she said, “The way they were so close. It was right there. Each influencer gets to pick a location for a vending machine. Hospital break rooms, teachers lounges, animal shelters, fire departments, police departments. Wherever they choose to thank their community. IT WAS RIGHT THERE.”
Trisha Paytas, a well-known digital creator, recently called out Poppi on TikTok for another messy marketing stunt. In the video, Poppi surprised Paytas by gifting her a massive closet full of branded merchandise to promote their new cream soda—only to take it all back after the reveal. In her caption, Paytas wrote, “Lol they took it back with them, but still was funny. Not getting paid. They did give sweats and a free Poppi can lol.”
Viewers were quick to question why the brand went to such extraordinary measures—hauling a giant closet up her driveway to show off the merch, and then hauling it away, leaving her with just a pair of sweats and a single can of Poppi.
And when Paytas asked the Poppi rep,“What’s a prebiotic?” and received the answer, “Um… Like a probiotic?” it didn’t exactly instill viewer confidence in the brand’s knowledge of their own product. See the awkward exchange for yourself in the video!
My Take
Ultimately, Poppi’s vending machine stunt and other similar marketing efforts reveal a growing disconnect between brands and their audiences. Instead of fostering genuine relationships, extravagant gifts and gimmicks often come across as insincere and wasteful.
If brands want to truly make an impact, they must shift their focus from flashy stunts to meaningful, community-driven initiatives that show they care about more than just a quick viral moment.
What do you think?
