How to use your competitor’s mistakes to your advantage (without looking like a villain)

If soda brands were people, Poppi and Olipop would be the It Girls. But like, as rivals.

And oh, the girls sure are rivalling. This year, Poppi doubled down on its influencer-heavy approach, running its second consecutive Super Bowl ad featuring social media darlings like Alix Earle and Jake Shane. So far, so normal.

But it was the PR stunt supporting this campaign that sent loyal customers into a rage spiral. See, Poppi decided to ship out custom-branded vending machines filled with its product to a select group of influencers. The goal? Drive buzz, get people talking, and reinforce its trendy, influencer-first brand image. But instead of applause, it got a digital side-eye.

Why? Because loyal customers—the ones actually buying the product—felt overlooked. Their frustration spilled onto social media. Users accused the brand of prioritising influencer relationships over the people who keep their business running.

Enter Olipop.

Rather than spending millions on a flashy campaign, Poppi’s main competitor saw an opportunity and pounced. But instead of resorting to the usual brand-war snark, Olipop engaged directly with frustrated Poppi fans on social media, reassuring them that it would never treat its customers that way.

And just like that, Olipop won the moment without spending a dime on, well, anything, let alone vending machines.

Olipop’s approach worked because it wasn’t just about dragging Poppi.

It was about meeting customers where they were and positioning itself as the alternative they actually want. So, here’s what brands can learn from this:

• Social listening is a superpower. Brands that actively monitor conversations can jump in before things spiral out of control—or use a competitor’s fumble to their advantage.
  

• Shade is fun, but solutions win. This wasn’t just corporate clapback culture. It was Olipop engaging with real consumers, offering real alternatives.

• Big-budget campaigns don’t always win. Sometimes, the best marketing move is simply paying attention and responding in the right way.

Poppi played the influencer game. Olipop played the people game. And in the end, the people game always wins.

-Sophie, Writer