Uncensored CMO From Shark Tank to Super Bowl - the story of America's fastest growing beverage (Poppi) with Allison Ellsworth
Jan 22, 2025
Allison Ellsworth, founder of Poppi, shares her incredible journey from pitching on Shark Tank to building a soda brand that outsells Coke and Pepsi on Amazon. She discusses leveraging TikTok's viral potential, innovative marketing strategies, and the challenges of launching during COVID. Allison reveals insights about creating new flavors, the bold decision to advertise during the Super Bowl, and the transformational impact on brand visibility. Her story highlights resilience and the power of social media in disrupting a competitive industry.
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Shark Tank Pitch
- Allison Ellsworth pitched Poppi on Shark Tank while nine months pregnant, risking her life savings.
- Despite initial criticism, she secured a deal with Rohan Oza, leading to a significant rebranding.
Branding over Function
- Focus on branding and the emotional connection consumers have with your product category.
- Prioritize clear messaging and a strong brand identity over solely functional benefits.
Launching During COVID
- Poppi launched during the COVID-19 pandemic, facing distribution challenges.
- They prioritized Amazon as a sales channel, becoming the number one soda brand on the platform.