As Poppi begins its new journey under PepsiCo’s ownership, the brand faces a critical decision in selecting an agency partner. Co-founder Allison Ellsworth has made it clear that they’re looking for something specific – an agency that “gets us.”
I believe this simple but profound requirement speaks volumes about how brand partnerships should work in today’s marketing landscape. When Ellsworth says they want an agency that “gets us,” she’s not just looking for technical competence or creative flair – she’s seeking true brand understanding.
What “Getting” a Brand Really Means
For an agency to truly “get” a brand like Poppi, they need to do more than understand its market position or target demographic. They need to grasp its origin story, values, and the authentic voice that helped it stand out in the crowded beverage space before catching PepsiCo’s attention.
This search comes at a pivotal moment for Poppi. The transition from independent brand to being under the PepsiCo umbrella creates both opportunities and challenges. The right agency partner will need to:
- Honor Poppi’s startup roots while helping it scale
- Maintain the brand’s authentic voice while reaching new audiences
- Navigate the balance between independence and corporate integration
Finding an agency that can walk this tightrope isn’t easy. Many agencies claim to understand brands but deliver cookie-cutter strategies that could apply to any client in a given category.
The Versatility Factor
Ellsworth specifically mentioned seeking a “versatile” agency. This suggests Poppi needs a partner who can adapt to changing circumstances and wear multiple hats. The brand likely needs support across various functions – from creative campaigns to strategic planning to digital execution.
This versatility requirement makes sense given Poppi’s current phase. As the brand grows under PepsiCo, its needs will evolve rapidly. An agency that excels in only one area won’t be able to keep pace with these changing demands.
“Gets us” – Allison Ellsworth, Poppi Co-founder
Those two simple words carry significant weight. They reflect a desire for a partnership based on genuine understanding rather than just service provision. The best client-agency relationships are built on this foundation of mutual understanding and respect.
The PepsiCo Factor
Poppi’s agency search takes on additional complexity given its new relationship with PepsiCo. The selected agency will need to understand not just Poppi as a standalone brand but also how it fits within PepsiCo’s broader portfolio and strategy.
This balancing act is challenging. The agency must help Poppi maintain its unique identity while leveraging the resources and scale that PepsiCo provides. Few agencies have proven they can successfully navigate this kind of transition.
I’ve observed many brands lose their way after acquisition, diluting the very qualities that made them acquisition targets in the first place. The right agency partner can help prevent this outcome by serving as a guardian of Poppi’s brand essence.
Looking Forward
As Poppi conducts its agency search, I hope they prioritize finding a partner who truly understands what made the brand special in the first place. Technical capabilities matter, but cultural fit and brand understanding are even more critical to success.
For agencies vying for this business, the message is clear: demonstrate that you “get” Poppi on a fundamental level. Show how you’ll preserve its unique character while helping it grow under PepsiCo’s ownership.
The agency that wins this account will need to be more than a service provider – they’ll need to be a true brand partner who can help Poppi navigate this exciting but challenging new chapter.
