How they put the pop in Poppi
Poppi is EVERYWHERE. You’ve probably heard of them - they’re bright, they’re bold and full of personality.
However, their journey didn’t start out this way. They were originally named ‘Mother’ and their brand did NOT convert the way that it does today. Just like most businesses (yes, you!) they started initially as a DIY venture (solving a problem the founder had). From then they realised there was a market for this product - but they had some problems.
Their whole journey is inspirational, motivating and the ultimate example of what we can do for your business. Poppi are my VIBE and here is why!
the problems they faced in their journey
Every business has teething problems at the start, and Poppi are no exception to this.
Their brand name ‘Mother’ was chosen at the start, but as they grew and realised this was going somewhere, they came across a Trademark issue - They couldn’t trademark the name ‘Mother’ because the word is so generic (how could anyone possibly ‘own’ this name?) - this restricted their brand and growth efforts.
They realised ‘Mother’ wasn’t the approachable product - The glass bottle, the labelling of the product, through to the branding. Does it look like a cheap bottle of wine or a health-conscious customers ideal drink?
The packaging itself didn’t resonate with customers (can you blame them?) - they realised the glass bottle didn’t work as well as the can, and the design didn’t really resonate.
Previously referring to its product as an ‘apple cider vinegar beverage’, erm sounds, delicious? It doesn’t exactly invite customers through the door.
A completely unsexy product that was initially sold at farmers markets, need we say more?
investing in rebranding to solve their problems
Rebranding can be the most effective way to set your company’s offers and approach apart from your competitors, infuse new life into your products appealing to new markets and so much more!
‘Mother’ was initially sold at local farmers markets, but with the rebrand, welcome Poppi, its cool, youthful and appeals to a whole new audience and opens a whole new set of doors to retailers.
Instead of apple ‘cider vinegar beverage’ which is totally unappealing, the rebrand labelled it as a ‘prebiotic soda’. It sounds so simple, but when you think of Soda, it signifies delicious, tasty… etc. with this new positioning - a better-for-you soda they nailed their audience. This is absolutely key - messaging is SO important for resonating with customers, along with so many other elements of course.
The bright colours on the packaging aligned themselves more with the fizzy drink industry, appealing to younger audiences as the healthier alternative to the OGs in the market. This packaging is exactly the type of packaging that we love to create for our clients - and you can see why, isn’t it epic!?
bet you have heard of the brand as Poppi?
You’re probably thinking that the poppi brand isn’t new - but that’s the whole point - it takes time to build the recognition where people like me start talking about their success! Remember, success doesn’t happen overnight!
This approach is the perfect example of what branding can do to your business. In our branding process we cover in detail all areas so that you can be confident in your new brand!
Think of things like:
Target Audience - who do you want to appeal to? What do they like? You might think your product appeals to everyone but remember, if you try to target everyone, you target no one.
Brand Personality - If your brand was a person, what type of person are they? What do they sound like? Enter, your personality & messaging. We cover what this is so you know what tone your content should be in, so you have consistency every time.
The Competition - Who are your they? What do they do? What do they do well/not well? What do you like about their approach? How can we do it differently (and better!). It’s important to be in the know - but not obssessed - differentation is key.
… and the list doesn’t stop there. This is a detailed process that has unmatched benefits to your business!
do you need a poppi-like rebrand?
If you think you need some help in making sure that your brand aligns with your business and target audience, we can help!
Enquire with us to start your brand journey today. Fall in love with your branding as everyone else does too!
Found this blog engaging? Dive into more insights on the benefits of investing in your branding! Check out our related blog on why brand colours are important (and strategic) in your business Expand your branding knowledge and stay ahead of the competition.
