The brand began simply in 2016: two people, a kitchen, and an idea. Allison and Stephen Ellsworth brewed their own soda at home. On March 17, 2025, that same soda sold to PepsiCo for nearly $2 billion. How did that happen?

Here’s the thing: Poppi’s journey wasn't just accidental luck—it followed a strategic playbook. Interestingly, it’s a very similar formula that propelled other brands like 

Liquid Death (Valued at $1.4 Bn - March 2024)

Siete Foods (Bought for $1.2 Bn - January 2025)

Olipop (Valued at $1.85 Bn - February 2025)

and Prime to billion-dollar valuations. Let’s dive into their proven four-step strategy.

The Enemy: Taking on Big Soda

All successful brands begin by clearly defining their opposition. For Poppi, it was straightforward—they chose Big Soda. Allison and Stephen saw traditional sodas as harmful, packed with sugar and artificial ingredients that hurt health. They wanted to offer something honest, healthier, and undeniably better. By openly challenging giants like Coke and Pepsi, Poppi set the stage. It became more than a drink—it became a cause.

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A Better Alternative: Probiotics Simplified

The next step was crucial. Poppi didn't simply promise something different – it promised something better. The Ellsworths offered soda with probiotics, promoting gut health—a clear, understandable benefit. Their message, "Probiotics for better gut health," resonated immediately. The product wasn’t complicated. It wasn't vague. It was simple, direct, and memorable. People liked it instantly, understood it easily, and shared it widely.

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Marketing as Core: Not an Afterthought

Poppi recognized early on that great products alone don't sell themselves—strategic marketing does. Instead of treating marketing as an afterthought, they made it a cornerstone of their growth plan. Allison and Stephen invested heavily in social media, tapping into the vibrant creator economy. Platforms like TikTok were essential building blocks for Poppi's brand success.

Telling the Journey: Authentic Connection

The final key to Poppi’s success was storytelling. Instead of simply marketing her product, Allison shared her personal journey. Every step—from brewing in her kitchen to scaling up operations—was documented openly on TikTok. Her honesty drew people in. Followers became emotionally invested, feeling like part of the journey. They cheered the brand’s wins and empathized with its struggles. This genuine human connection created an enthusiastic community that propelled Poppi forward.

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Beyond Luck: A Blueprint for Entrepreneurs

Poppi’s journey offers a clear lesson for aspiring entrepreneurs and creators. Success isn't about waiting for a lucky break but about careful planning and relentless execution. If you have a product or idea, clearly define your enemy. Offer a simple, superior alternative. Make marketing central to your growth. And above all, tell your story openly and honestly.

Allison and Stephen did it. Poppi did it. And with the right strategy and determination, you can do it, too.

That’s the foundation of The Creator Blueprint—my proprietary six-step method designed to harness today’s media and marketing landscape. It builds on the framework that fueled Poppi’s success while adding the depth, structure, and innovation needed to accelerate growth and sidestep common pitfalls.

If you’re ready to scale your brand with clarity, connection, and sustainable growth, send us a note to set up an exploratory call and see how The Creator Blueprint can support your vision.

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