Author: Malin Phelan
Topic: Influencer Marketing in Modern Advertising
Vending machines have rarely been a cause for controversy–they’re a given in public places, merely an object that takes a dollar and returns a sweet or salty snack or beverage in exchange. However, one recent ad campaign generated an unforeseen controversy around vending machines for the first time.
Poppi was founded in 2018 and is one of several new brands (others include Olipop and Culture Pop) that have reinvented soda to include pre- and probiotics. Their marketing strategy focuses on repositioning soda as a healthy option. During the 2025 Super Bowl, Poppi ran an ad with Alix Earle and Jake Shane, among other popular influencers within Gen-Z. This ad is merely one example of influencer reach, but the controversy came during the lead-up to the event. Poppi provided influencers–including Shane again, as well as lifestyle creators Avery Wood and Rachel Sullivan–with vending machines stocked full of their product. The backlash from consumers was swift, calling these influencers and the brand “out-of-touch” and that it was unfair to send free, extravagant products to already “rich people” (Marketing Brew). The swift backlash to this campaign is just one example of how influencer marketing can quickly leave a sour taste in consumers’ mouths.
Influencer marketing has become one of the primary ways for brands to reach new audiences and connect with their existing ones. The rise of “influencers”–that is, individuals who curate a specific brand around themselves, typically via social media apps–has fundamentally changed how brands conduct advertising campaigns. In general, this marketing style is a way to reach entire demographics with the medium of the influencer serving as a way to get there. In many cases, influencers generate positive buzz around a brand. Audiences tend to appreciate the endorsement of their favorite influencers, thus reflecting positively on the brand.
However, in the age of rapid information exchange, brands can also become susceptible to the downsides of influencer marketing. There are just as many potential negatives as there are positives. Poppi’s ad campaign was just one example of this–others include the infamous Kendall Jenner Pepsi ad, the rapid drop of Bud Light sales after sending influencer Dylan Mulvaney a personalized can, and Kim Kardashian’s failure to disclose the side effects of a prescription medication she endorsed.
Furthermore, these brand deals with influencers can feel inauthentic: “It is challenging to maintain influencers’ credibility while promoting products because followers increasingly perceive influencers’ recommendations as mere marketing tactics, known as persuasion knowledge (Friestad & Wright, 1994)” (Pan et al.). Over time, consumers have become highly aware of inauthenticity perpetuated by influencers, including promotions of products that those influencers don’t truly use. When consumers exercise more caution and avoid taking influencer words at face value, influencer marketing tactics begin to suffer.
One final, epic failure of an influencer marketing campaign in the past year was Tarte Cosmetics’ sponsored trip to Turks and Caicos. Tarte paid for influencers, including Alix Earle, to take a trip to a luxury resort, with the only requirement that they post about the brand and use their makeup while there. However, Tarte quickly faced backlash when some influencers stepped forward and shared that they experienced discrimination as women of color. These women disclosed that they did not receive equal treatment, including having smaller hotel rooms and overall receiving less support from the brand. Cynthia Victor, a beauty and makeup influencer, described her experience receiving a smaller hotel room than other creators, as well as receiving an invitation for only one week, compared to others who were invited for two. Tarte quickly came under fire for giving preferential treatment, once again resulting in audiences calling the brand out of touch and discriminatory. Furthermore, the overall trip was seen as unnecessarily extravagant by audiences, who felt it was unfair that influencers already making vast amounts of money were receiving a fully paid vacation. This is just one poignant example of a negatively received influencer marketing attempt.
Influencer marketing campaigns succeed when they continue to allow the consumer to identify with the brand. When they feel unattainable and tone-deaf, consumers start to lose interest. In a world of seemingly constantly rising costs, influencers with access to free PR packages and extravagant vacations can make their audiences feel left out. Thus, while influencers can serve as a meaningful way to reach new audiences, brands must exercise caution to ensure that they don’t fall into the trap of becoming unattainable and out of touch.