Graduate Work · Creative Campaign Project
poppi
Poppi has already won the prebiotic soda category, but its growth depends on whether it can move from a trend-driven choice to an everyday default. The campaign is built on a simple insight: people don't reach for the better option, they reach for the familiar one. The campaign is anchored by the phrase "No second thought" — supported by a black-and-white visual system in which poppi is the only saturated element in the frame.
POPPI — GRADUATE CREATIVE CAMPAIGN
The essentials
Problem
The brand sits in the category of occasional, trend-driven beverages rather than everyday soda. Each purchase requires a conscious decision: a deliberate choice to pick something different instead of defaulting to a familiar soda. In the CPG category, where repeat purchase is the primary driver of long-term growth, that friction is the real barrier.
Opportunity
Awareness alone does not build a category leader. Habit does. For poppi to move from emerging favorite to default soda, the communication has to stop asking consumers to evaluate the brand and start allowing them to choose it automatically, the way they already choose the sodas they grew up drinking.
Strategy
Position poppi as the soda people reach for without thinking. The strategy is normalization, not differentiation. Rather than leading with what makes poppi better — lower sugar and prebiotic fiber — the communication places poppi within the ordinary moments of everyday life. Internally, the campaign is anchored by the phrase: No second thought.