Poppi
Apr 9, 2025
Analysis:
Even a brand that sold for $2B uses reappraisal marketing—taking something people feel guilty about (soda) and flipping the script into a “feel good” choice—to sell their products. It’s a suuuuuper powerful tool, especially if your product is an alternative of some kind (i.e. healthy soda).
Relieving tension by offering a fun, healthy drink, Poppi’s able to reinforce its wellness angle while staying light and friendly with a poppi(ng) design. Lol, see what I did there?
How you can apply it:
Flip the guilt. Turn a “bad” behavior into something people can feel proud of.
Use emotion-first visuals, color, and design should reflect the feeling you want to create (brighter colors = upbeat, darker = serious).
Address the internal conflict your customer has—then solve it.
Keep messaging positive and simple (think “feel good” over “clinically effective”). No one really cares if it’s “clinically effective”, they just wanna not feel like💩.
Make it feel fun. Ditch the doctor's tone, sound like a human having a conversation.
Prompt:
Goal: Make gut-friendly soda look fun and Gen Z-friendly
Headline: “Feel good about your soda.”
Visuals: Bright pink/orange background, centered watermelon can, fun gut health icons, bold font
CTA: “Shop now”
Vibe: Playful, bold, full of personality
Key Takeaway: Let the color do the heavy lifting—simpler is better