Poppi, a prebiotic soda brand, is facing criticism following its recent marketing campaign involving branded vending machines gifted to influencers.

The stunt, which included sending full-sized machines stocked with their sodas to influencers in the lead-up to Super Bowl LIX, has sparked a backlash on social media, with fans questioning why such costly gesture was reserved for wealthy influencers instead of their broader customer base.

One comment on X – former Twitter – expressed the frustration of many, stating: "Scrolling on TikTok just to see Poppi send vending machines full of soda cans for free to rich people is crazy, why do rich people deserve free things??? Like ONE can of these sodas is almost $3. Shame on you!!! @drinkpoppi."

Another comment on TikTok added: "If they can afford to be giving out literal vending machines to influencers their product should not cost as much as it does!"

Over the years, Poppi has primarily used influencers to promote its products, including a Super Bowl commercial featuring Alix Earle (who is also the brand investor), Jake Shane and Robert Rausch.

Many argue that Poppi’s decision to target affluent influencers with the vending machines was "out of touch" and missed the mark. "In this economy and political climate it’s sooooo out of touch … genuinely blown away on how this got approved," wrote another TikTok user.

Some believe the machines should have been placed in public spaces like colleges or shelters, where they could have benefitted a wider audience. Under influencer Emilie Kiser's TikTok video, where she shared a clip of the vending machine being installed in her home, one viewer commented: "I hope they deliver these vending machines to hospitals, schools, shelters and libraries".

The campaign also attracted attention from Poppi’s competitor, Olipop, which claimed that each vending machine cost around $25,000. "Also for the record, those machines cost $25K each lol,” Olipop commented on a TikTok video.

Poppi responded with co-founder Allison Ellsworth posting a TikTok on the brand’s page to address what she called the "misinformation being spread" by "one of our competitors". In the comment section, when a user inquired about the cost of the vending machine, Poppi clarified: "The number referenced was inflated by over 60%."

"This vending machine campaign was put in place to bring awareness to the biggest soda moment of the year, the Super Bowl,” she said in the video. “We wanted to share Poppi with creators across the US who are hosting Super Bowl parties for their friends and families."

She continued: "These vending machines will be part of the brand for years to come and we want to work with you guys to get them to places you'd like to see them out in the world”.

“We hear you. So help us nominate your friends, your family, your favorite teacher’s lounge, your sorority, your fraternity, whatever it is, wherever you guys want Poppi to show up, and let's get Poppi to the masses because, at the end of the day, we're a brand trying to revolutionize soda for the next generation.”