What started as a farmers’ market side-hustle turned into a $1.95 billion purchase, and rebranding was the critical first step that led to this success. When Allison Ellsworth mixed her first prebiotic soda at home in her kitchen, she wasn’t expecting that it would lead to such a huge outcome… especially when the products were initially ignored at a local farmers’ market.
Eventually, Ellsworth built one of the fastest-growing beverages in history, and her playbook has valuable insights that other business owners can learn from.
The Product Was Good… But The Name Was Holding It Back
When Allison Ellsworth initially started selling her drink at local markets, she called it “Mother Beverage.” This name came from the apple cider vinegar culture it contained. While the name was accurate, it was easy to forget and even caused confusion for most shoppers.
One of the biggest red flags in branding strategy is if the name needs to be explained over and over again. Ideally, product branding should communicate value at first impression. Eventually, Ellsworth rebranded to “Poppi,” which was not only short and fun, but it also appealed to a younger, health-conscious crowd.
As part of the rebranding efforts, Ellsworth also swapped out the heavy glass bottles for bright, colorful cans. The new packaging made the drinks more appealing and shelf-competitive. This is the perfect example of how rebranding is more than just a name; it’s a full realignment to ensure that every detail resonates with your target demographic.
Building Brand Identity Around a Real Story
Ellsworth’s brand also grew because of the personal story that she shared: how apple cider vinegar helped her overcome years of unexplained health problems, so she started experimenting in her own kitchen.
One of the strongest cornerstones for building brand identity is to weave authenticity through the messaging. Consumers often want to see a real person behind the brand, instead of a corporate or manufactured story.
A notable moment in Ellsworth’s journey was her appearance on Shark Tank. She pitched the brand on national TV while nine months pregnant. The whole country saw her as a real person behind the brand, and her story became a strong asset for the growing brand.
When COVID Closed Things Down, Digital Marketing Strategy Changed the Game
When Poppi had its national launch, it was the first week of the COVID lockdowns. The initial plan was to launch through in-store sampling, events, and traditional retail marketing… and all of these options were taken off the table because of the worldwide restrictions.
Ellsworth didn’t let the situation stop her. Instead, she pivoted and leveraged a digital marketing strategy through TikTok, sharing personal stories about her health journey and the reality she was experiencing while trying to launch a product during the pandemic.
Not only did her early videos go viral, but she now has over 3 billion views on TikTok. While the lockdowns were a perceived limitation in the launch plan, they pushed Ellsworth into a digital-first mindset that ultimately created a strong competitive edge that helped the business grow.
The good news is that businesses of all sizes can benefit from digital marketing in a similar way. You can learn from Poppi’s success and apply these same principles in your marketing strategy. You don’t need a big budget; the most important factors for a successful campaign include consistency, a relatable story, and the willingness to keep showing up authentically.
Social Media Marketing for Small Businesses: Community Is Key
Time and time again, Ellsworth has credited three Cs that helped with Poppi’s growth:
- Culture
- Community
- Creativity
There’s no question that the community was one of the most effective factors that contributed to the company’s success. Poppi fans were die-hard and bought both drinks and branded clothing, selling out Target collaborations across the country.
Through social media marketing, small businesses can leverage this same approach. The goal is much more than just getting followers… the biggest successes come when your audience feels like they are part of something bigger. People want belonging and connection, which is why it’s critical to engage online and even share customer content.
FAQ
What made Poppi’s rebrand so successful?
Several factors contributed to Poppi’s success, including changing the name from Mother Beverage to Poppi, as well as colorful new packaging and social media content.
How did Poppi grow during COVID using digital marketing?
Since traditional marketing wasn’t an option (due to the COVID lockdowns), Ellsworth went all-in on TikTok. She shared an authentic story and ongoing content that generated billions of views over a few years, which created a loyal community from the beginning.
When should a small business invest in professional branding?
The earlier, the better. Investing in strong branding is one of the best things that you can do to show credibility in your business. Not only does branding capture your customers’ attention, but you can also position yourself to build relationships with retailers and investors. Remember that first impressions matter.
Why does branding matter for small businesses?
You only have a few seconds to create a strong first impression for your customers. The right branding communicates your value instantly, helping to create an emotional connection that leads people to their first purchase (and ongoing purchases).
More Than Just Soda: The Takeaways Other Businesses Can Learn From
Poppi’s story isn’t only about soda. In just a few years, the founder’s approach with real storytelling and meeting the audience where they are helped to transform a kitchen-based brand into a massive success.
In the beginning, Ellsworth started with a small budget and a big dream. Her rebranding and digital marketing efforts moved her into the spotlight, and the community-first mindset infused customer engagement that eventually led to a $1.95 billion sale.
Are you wondering whether branding and digital marketing are worth the investment? ARYU Advertising is here to help you build something that makes a statement in your industry and captures people’s attention. Reach out to our team to learn more about available services, and we’ll help your business develop a brand presence that can level up your success.
Contact us for a chat about how rebranding and digital marketing can help your business.
