Artwork

Guy Raz | Wondery에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Guy Raz | Wondery 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
Player FM -팟 캐스트 앱
Player FM 앱으로 오프라인으로 전환하세요!

Poppi: Allison and Stephen Ellsworth. From Farmers Market Vinegar Drink to $2B Soda Sensation

1:06:48
 
공유
 

Manage episode 507808729 series 2487524
Guy Raz | Wondery에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Guy Raz | Wondery 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

A decade ago, Allison Ellsworth was drinking apple cider vinegar for health reasons and doctoring it with fruit so she could stand the taste. Her husband Stephen helped her turn it into a business by adding carbonation on a hacked soda line in their Dallas townhouse. They called it “Mother Beverage,” and sold out every week at the farmers market…but then heard the words no founder forgets: “Your branding is…sh*t.”

What happens next is one of the wildest CPG glow-ups of the 2010s: a Shark Tank deal with brand whisperer Rohan Oza, a full rebrand to Poppi, colored cans that jumped off the shelf, a launch derailed by Covid—and finally, an explosion fueled by Amazon, TikTok, and a Super Bowl moment that planted the flag: We’re soda–and we’ve left the farmers market for good.

Five years after its rebrand, Poppi was acquired by Pepsi for nearly $2B. This is the story of the messy bottling line, saying no to “dumb money,” baptism by Shark Tank, and building a generational brand while staying married.

In this episode, you’ll learn:

  • How rebranding can rescue a beverage, and when to avoid early eye-rolls
  • The hit-and-miss of carbonating on a small scale (and why co-packers said no).
  • How the risky decision to call Poppi “soda” unlocked a new retail set (functional soda).
  • What a Shark Tank partner does during a rebrand window.
  • How Allison seized on TikTok to spike sales during Covid

Timestamps:

  • 0:10:15 Meeting cute at a snowboard shop → engagement in 7 months
  • 0:14:00 How apple cider vinegar helped Allison’s health…but tasted terrible (early flavor hacks)
  • 0:22:36 DIY carbonation disasters: exploding bottles & the 40°F lesson
  • 0:37:48 Appearing on Shark Tank while nine months pregnant and the deal with Rohan: “your branding is sh*t.”
  • 0:42:28 Selling out at the Dallas Farmers Market
  • 0:47:02 The nail-biting rebrand from “Mother” to Poppi: colored cans vs. white, and winning the shelf
  • 0:55:43 Expo West canceled by Covid → a massive turnaround fueled by Amazon, Shark Tank, and TikTok
  • 1:07:51 Super Bowl ad– “We’re soda!”--and the road to a ~$2B Pepsi acquisition
  • 1:09:58 Growing a business while managing a marriage

Follow How I Built This:

Instagram → @howibuiltthis

X → @HowIBuiltThis

Facebook → How I Built This

Follow Guy Raz:

Instagram → @guy.raz

X → @guyraz

Substack → guyraz.substack.com

Website → guyraz.com

This episode was produced by Rommel Wood with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Alex Cheng. Our engineers were Patrick Murray and Jimmy Keeley.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

  continue reading

789 에피소드

Artwork
icon공유
 
Manage episode 507808729 series 2487524
Guy Raz | Wondery에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Guy Raz | Wondery 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

A decade ago, Allison Ellsworth was drinking apple cider vinegar for health reasons and doctoring it with fruit so she could stand the taste. Her husband Stephen helped her turn it into a business by adding carbonation on a hacked soda line in their Dallas townhouse. They called it “Mother Beverage,” and sold out every week at the farmers market…but then heard the words no founder forgets: “Your branding is…sh*t.”

What happens next is one of the wildest CPG glow-ups of the 2010s: a Shark Tank deal with brand whisperer Rohan Oza, a full rebrand to Poppi, colored cans that jumped off the shelf, a launch derailed by Covid—and finally, an explosion fueled by Amazon, TikTok, and a Super Bowl moment that planted the flag: We’re soda–and we’ve left the farmers market for good.

Five years after its rebrand, Poppi was acquired by Pepsi for nearly $2B. This is the story of the messy bottling line, saying no to “dumb money,” baptism by Shark Tank, and building a generational brand while staying married.

In this episode, you’ll learn:

  • How rebranding can rescue a beverage, and when to avoid early eye-rolls
  • The hit-and-miss of carbonating on a small scale (and why co-packers said no).
  • How the risky decision to call Poppi “soda” unlocked a new retail set (functional soda).
  • What a Shark Tank partner does during a rebrand window.
  • How Allison seized on TikTok to spike sales during Covid

Timestamps:

  • 0:10:15 Meeting cute at a snowboard shop → engagement in 7 months
  • 0:14:00 How apple cider vinegar helped Allison’s health…but tasted terrible (early flavor hacks)
  • 0:22:36 DIY carbonation disasters: exploding bottles & the 40°F lesson
  • 0:37:48 Appearing on Shark Tank while nine months pregnant and the deal with Rohan: “your branding is sh*t.”
  • 0:42:28 Selling out at the Dallas Farmers Market
  • 0:47:02 The nail-biting rebrand from “Mother” to Poppi: colored cans vs. white, and winning the shelf
  • 0:55:43 Expo West canceled by Covid → a massive turnaround fueled by Amazon, Shark Tank, and TikTok
  • 1:07:51 Super Bowl ad– “We’re soda!”--and the road to a ~$2B Pepsi acquisition
  • 1:09:58 Growing a business while managing a marriage

Follow How I Built This:

Instagram → @howibuiltthis

X → @HowIBuiltThis

Facebook → How I Built This

Follow Guy Raz:

Instagram → @guy.raz

X → @guyraz

Substack → guyraz.substack.com

Website → guyraz.com

This episode was produced by Rommel Wood with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Alex Cheng. Our engineers were Patrick Murray and Jimmy Keeley.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

  continue reading

789 에피소드

Minden epizód

×
 
Loading …

플레이어 FM에 오신것을 환영합니다!

플레이어 FM은 웹에서 고품질 팟캐스트를 검색하여 지금 바로 즐길 수 있도록 합니다. 최고의 팟캐스트 앱이며 Android, iPhone 및 웹에서도 작동합니다. 장치 간 구독 동기화를 위해 가입하세요.

 

빠른 참조 가이드

탐색하는 동안 이 프로그램을 들어보세요.
재생