Poppi used TikTok creators to power a $2 bn soda brand
Poppi forged a new 'prebiotic soda' category and poured roughly 20% of its marketing spend into TikTok creators, turning raw, founder‑led videos into its main awareness engine. The strategy helped the Austin brand grow to a $1.95 bn PepsiCo sale, proving creator content can launch and scale a CPG category.