Poppi Soda Campaign
Year
Second Year
Category
Branding / Packaging / OOH
Medium
Can Design, Billboard, Print
Course
ADBR 252
Overview
The Concept
This campaign for Poppi — the probiotic soda brand — introduces a new limited-edition flavour concept: "Hot Girl Berry Bliss." Tapping into pop culture and the energy of the "Hot Girl Summer" movement, the campaign positions Poppi as the drink of choice for a bold, confident generation.
The visual identity is built around a striking illustrated face with an exaggerated, playful expression — tongue out, eyes confident. The hot pink and soft pink colour palette commands attention while the tagline "It's time to love soda" reframes the category, inviting consumers to embrace a healthier alternative without sacrificing attitude.
The campaign spans multiple touchpoints: a custom can design that wraps the illustration around the packaging, an OOH billboard featuring a celebrity partnership concept, and print materials. Each piece maintains the same bold, unapologetic energy while adapting to its specific format — proving the concept's versatility across media.
Packaging
Can Design
The custom can design wraps the bold face illustration around the packaging, featuring the "Hot Girl Berry Bliss" flavour name, Poppi branding, and the "5g Sugar" callout.
Out-of-Home
Billboard Concept
A large-format billboard featuring the "Hotties Drink Poppi" headline with a celebrity partnership concept. The warm yellow-to-pink gradient backdrop creates maximum visibility in urban environments.
Reflection
Key Takeaways
Culture-Led Branding
Tapping into the "Hot Girl Summer" movement gives the campaign instant cultural relevance and makes the brand feel current, social, and shareable.
Illustration as Distinction
The bold illustrated face creates a visual identity that's immediately recognisable and differentiates Poppi from the more clinical health-drink competitors.
Multi-Touchpoint Thinking
Designing across packaging, billboard, and print demonstrates an understanding of how campaigns need to flex across different formats while staying cohesive.
Colour as Communication
The hot pink palette does the heavy lifting for brand recall — it signals confidence, fun, and femininity without needing to say it explicitly.