In our DTC Brand Crush series, we’ll sit down with different members of our Tapcart team and let them, well, gush about what their favorite ecommerce brands are getting so right. It’s a chance for our employees to highlight a brand they love on a human level and then geek out about it on a professional level. After all, here at Tapcart, we’re consumers and shoppers like everybody else — but we have a pulse on the DTC industry. This week, we chatted with Courtney Faiella about Poppi, a CPG company famous for its sparkling probiotic sodas — and remarkable brand presence. So without further ado, meet Courtney, a Marketing Development Representative at Tapcart and a DTC retention and conversion superstar.
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The way I see it, Poppi is reinventing soda. The brand is doing an excellent job of building brand awareness and flipping the script on the idea of soda — by targeting a younger Gen Z and Millennial audience that's learned it's bad for their health. But instead of shying away from labeling themselves as soda, Poppi is actually leaning into it — and redefining what it is with style.
In our DTC Brand Crush series, we’ll sit down with different members of our Tapcart team and let them, well, gush about what their favorite ecommerce brands are getting so right. It’s a chance for our employees to highlight a brand they love on a human level and then geek out about it on a professional level. After all, here at Tapcart, we’re consumers and shoppers like everybody else — but we have a pulse on the DTC industry. This week, we chatted with Courtney Faiella about Poppi, a CPG company famous for its sparkling probiotic sodas — and remarkable brand presence. So without further ado, meet Courtney, a Marketing Development Representative at Tapcart and a DTC retention and conversion superstar.
And, for what it’s worth, Poppi’s goal to disrupt the $400 billion carbonated beverage industry is working so far. Founded by husband and wife Allison and Stephen Ellsworth, Poppi came to be because Allison was experiencing stomach discomfort that wouldn’t go away. When apple cider vinegar helped her feel better, she knew it was a game-changer, but there was a problem: she didn’t like how it tasted. Poppi, founded in spring 2020 — yes, right at the start of the pandemic — was the solution: a fun-to-drink product that actually had health benefits.
The way I see it, Poppi is reinventing soda. The brand is doing an excellent job of building brand awareness and flipping the script on the idea of soda — by targeting a younger Gen Z and Millennial audience that's learned it's bad for their health. But instead of shying away from labeling themselves as soda, Poppi is actually leaning into it — and redefining what it is with style.
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