WISe Brand Breakdowns: Poppi — Gut Health Goes Pop
By Stevi Gable Carr | WISe Wellness Guild
At WISe Wellness Guild, we believe the future of wellness branding lies at the intersection of purpose, proof, and performance. Our WISe Brand Breakdowns series spotlights the innovators redefining what it means to build a wellness brand in today’s culture—brands that don’t just sell products, but spark movements. Each breakdown follows our proprietary WISe Brand Blueprint™: Position – Prove – Propel—a framework that reveals how brands anchor their purpose, earn trust through authenticity, and scale impact through intentional strategy.
This week, we’re diving into one of the most exciting disruptors in functional wellness: Poppi, the brand that made gut health go pop.
Source: poppi
POSITION: Turning Gut Health into Pop Culture
Poppi has done something revolutionary in the wellness space — they’ve reframed digestive health from a clinical topic into a mainstream, pop-culture beverage movement.
With its bright, playful branding and unapologetically fun tone, Poppi made prebiotics cool — proof that functionality and flavor don’t have to live in separate worlds.
Everything about their brand — from the pastel cans to the vibrant social content — signals a clear message: wellness can be joyful, social, and inclusive.
Poppi speaks directly to Gen Z’s values: transparency, clean ingredients, and authenticity. No jargon. No guilt. Just feel-good fizz with purpose.
Ad Week: Alix Earle, Jake Shane, and Rob Rausch starred in the ad.
PROVE: Building Trust Through Authentic Connection
Where Poppi really shines is in its marketing proof — the way it brings its promise to life through authentic storytelling and community engagement.
Their founder-led TikTok strategy has built massive credibility. Founder Allison Ellsworth appears often, sharing her story of gut health transformation and building a connection that feels personal, not corporate.
Poppi’s influencer collaborations hit the sweet spot between education and entertainment — creators explain what prebiotics do while keeping it light, visual, and shareable.
The brand’s omnipresence in retail — from Target to Kroger — reinforces that wellness is for everyone, not just niche health enthusiasts.
By combining science-backed benefits with cultural fluency, Poppi has made gut health part of everyday conversation.
PROPEL: What’s Next for Poppi
As Poppi continues its meteoric rise, the next chapter isn’t just about growth — it’s about depth.
Here’s how the brand can evolve from popular to pivotal in the wellness economy:
1️⃣ Lead in Gut Health Literacy
Poppi has the reach to become the trusted voice in gut wellness education. By simplifying microbiome science and building resources, they can empower consumers beyond the can.
2️⃣ Expand into Holistic Digestive Lifestyle
Gut health connects to sleep, stress, and nutrition. Imagine Poppi becoming the hub for whole-body digestive wellness — from drinks to digital content to brand collaborations.
3️⃣ Build a Functional Wellness Community
The next level of brand loyalty will come from community, not campaigns. By fostering a hub of creators, health pros, and fans, Poppi could lead the charge in shaping the “feel-good future” of functional wellness.
Source: poppi
WISe Takeaway
Poppi proves that when wellness meets joy, everyone wins.
They’ve mastered the Position — a fun, inclusive, and science-backed brand that speaks the language of the next generation.
They’ve Proven it through digital authenticity and omnichannel access.
And if they Propel into education and community, they could redefine what wellness leadership looks like.
Because in today’s world, wellness isn’t soft—it’s strategy.
Want to strengthen your brand in the $9 trillion wellness market? Let’s chat!
📍Follow the WISe Brand Breakdowns series for more insights on how wellness brands win — and what’s next for the future of health, culture, and leadership.
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