Marketing | Branding | Design | Public Relations
Poppi: Brand Analysis & Product Extension Line
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Poppi Brand Analysis
Poppi Brand Analysis
View the brand analysis report here!
ABOUT
This project involved an analysis of the prebiotic soda brand Poppi to observe existing challenges to their communication strategy, followed by the creation of a brand extension plan to solve this issue. Poppi is a popular product on social media as part of the growing prebiotic beverage market, so understanding the brand’s successes and challenges helped to suggest next steps to set Poppi apart in the future.
PLANNING
I first critically observed Poppi’s brand through a brand positioning statement that established Poppi’s target audience and clearly communicated the brand’s value. These preliminary analyses changed over time and the report reflects their final product.
I also created a brand onion analysis which looked at the reason the brand exists, their values, personality, actions and behaviors they exhibit as well as a brand mantra.
DESIGN
Because of Poppi’s stance as a bold and contemporary brand, I designed the overall report to reflect their image. This involved incorporating the brand’s colors, fonts, graphics and imagery alongside the written information to produce an engaging final product.
NEXT STEPS
After assessing Poppi’s brand and determining areas where their communication could use improvement, I came up with a completely new product line for Poppi to launch and detailed both the product and its marketing strategy in a second report. This report deals with my idea for an apple cider vinegar shot and outlines how Poppi can use influencer marketing and launch events to promote this new product to their audience.
← View the communications plan here!