529: She Built a $100M+ Soda Brand From Her Home Kitchen | Allison Ellsworth [VIDEO]

The Foundr Podcast with Nathan Chan

Nathan Chan

Marketing, Business, Entrepreneurship

4.8 • 662 Ratings

🗓️ 13 September 2024

⏱️ 56 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode, Allison Ellsworth, founder of Poppi, takes us through her incredible journey from humble beginnings at farmers markets to achieving national recognition with her modern soda brand. Allison shares the challenges she faced in the early days, including the pivotal decision to appear on Shark Tank, where she secured a deal that helped propel Poppi to success. She discusses the strategic rebranding that transformed her business, the impact of her Super Bowl commercial, and how she’s built a brand that resonates deeply with consumers through authentic, community-first marketing. In this episode, you'll learn: - Allison’s journey from kitchen experiments to a successful Shark Tank pitch - The rebranding process that led to Poppi’s breakthrough - How a last-minute Super Bowl ad tripled Poppi's brand awareness overnight - Leveraging TikTok and social media to build a strong, engaged community - Key strategies for scaling a beverage brand in a competitive market - Allison’s advice for founders on navigating rapid growth and maintaining brand integrity - Many more valuable insights for entrepreneurs Click here to start your business for $1. You’ll get all-access foundr+, where you’ll find more in-depth, proven strategies from founders like our guest today and support and advice from our global community of 30,000 founders. If you loved this conversation and learned something new, rate and review this episode. Stay in touch with us, follow foundr on your favorite platform: Foundr.com Instagram YouTube Facebook X LinkedIn Magazine

Transcript

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0:00.0	I always say I lived the American dream from my kitchen to Shark Tank, and we got to the
0:04.0	quite where we needed money or we were going to fail. We stood in line for eight hours,
0:08.0	convinced we are going to be on Shark Tank.
0:10.0	At the end of the day, 0.02% of people get to that level, and it's pretty life-changing.
0:16.0	Coachella was coming up, and Alex, we kept popping up in her videos organically. Like, she's so amazing that we
0:22.1	decided to go all in and it was almost like a reality show that people were like tuning into
0:26.2	versus an influencer posting on a paid trip in a house. It was real. It was authentic. We couldn't
0:32.7	quite find a Super Bowl ad. They were all sold out. Someone called us, look, hey, we got a Super Bowl
0:37.1	for you. This was four days before the Super Bowl. It aired one all sold out. Someone called us, look, hey, we got a Super Bowl for you.
0:37.7	This was four days before the Super Bowl.
0:39.6	It aired one minute before halftime, right before Usher went on.
0:42.9	It was like the most magical moment.
0:44.9	We tripled our awareness overnight, and it was such a great inflection point for the brand.
0:52.2	Hear the stories.
0:53.9	Learn the proven methods and accelerate your growth and future through entrepreneurship.
0:59.8	Welcome to the founder podcast with Nathan Chan.
1:05.8	Well, the first question that I wanted to ask you is how did your personal health challenges inspire you to start Poppy?
1:14.6	Goodness, that's such a good question. I feel like a lot of people come up with great ideas in life, and they usually stem from personal stories or personal problems.
1:25.3	But previous to starting Poppy, I worked in oil and gas and I traveled.
1:30.5	And I guess my question for you is, have you ever been on the road and traveled constantly and
1:35.2	had access to one good food, a place to even work out or gotten good sleep?
1:40.4	No.
	...

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