Poppi Leverages Social Media to Stay Ahead of Cultural Trends

Sophia Sesto has a unique approach to her job as vice president of culture for Poppi, a prebiotic soda brand that's making waves in the market.

Her role requires her to stay on top of popular culture trends and emerging creators, which she achieves by constantly following her own "For You Page on social media platforms. This allows her to identify fresh talent and content before it goes mainstream.

As one of the most innovative influencer marketers according to a recent list, Sesto leads Poppi's teams in finding new creators who can drive culture and promote the brand through their work.

The search for these creatives is an ongoing process, as Sesto explained that it's never-ending, requiring constant scouting and evaluation of potential partnerships.

The influencer marketing landscape is becoming increasingly competitive as more creators vie for brand dollars and attention. As a result, standing out in a crowded online space has never been more crucial for marketers like Poppi's team leader.

To stay ahead of the curve, brands must be able to rapidly adapt to shifting trends and viral memes that can quickly gain momentum on social media. This requires a deep understanding of cultural currents and the ability to scale marketing efforts accordingly.

Poppi's success in leveraging the popularity of Love Island is a prime example of this strategy in action. The team was able to capitalize on viewer enthusiasm for the show, particularly around a specific cast member, Amaya Espinal.

As the plot of the show unfolded, Poppi's staff responded with a creative and engaging marketing campaign that showcased their ability to think on their feet and connect with fans.

As Poppi continued to tap into the Love Island fandom, it launched its own flavor, which was available for purchase on Amazon and at Target stores. This strategic move helped the brand further establish itself within the popular culture landscape.

To engage with fans in a more interactive way, Poppi collaborated with creators on watch parties and other digital content. The company reported that this creator-made content generated an impressive 212 million views. This level of engagement not only boosted brand visibility but also fostered a sense of community among its audience.

Poppi's influence extends beyond the realm of online marketing, with the brand having partnered with notable internet celebrities like Alix Earle and Charli XCX. Its collaboration with Earle has been particularly significant, with Poppi having worked with her at Coachella in 2024 and later launching a branded can with her in 2025.

Earle's partnership with Poppi goes beyond mere sponsorships; she also invested in the soda brand in 2024. The brand has leveraged its relationships with influential figures like Earle and Shay Mitchell, who partnered on a luggage collection with her brand Béis, to amplify its marketing efforts through high-profile collaborations and advertising campaigns.

Poppi's influencer marketing strategy extends beyond partnering with well-known stars to include a broader always-on program that keeps the brand top of mind for consumers.

This initiative involves sending products to influencers without prior context, as was the case when Poppi launched its Shirley Temple" flavor at the end of 2025. The goal is to encourage creators to post about the product and share their experiences with their followers. This approach allows Poppi to build a loyal community and maintain relevance in the market.

The brand's acquisition by PepsiCo for nearly $2 billion in 2025 has also opened up new opportunities, including a partnership with Starbucks that brought Poppi's prebiotic soda to the coffee chain's shelves. Additionally, Poppi has expanded its reach into international markets, launching in the UK this year and hinting at further global expansion.