Key Points:
- Poppi’s $8.9 million settlement shows how misleading or exaggerated marketing claims can have serious legal and financial consequences.
- Health-related messaging must be backed by credible data, pressure-tested for accuracy and vetted by legal teams early in the creative process.
- Relying on trendy buzzwords without substance can erode trust, spark backlash and damage brand credibility.
- Clear, honest communication builds long-term trust and protects brands better than hype-driven messaging.
What if a single word in your marketing copy cost your brand millions? That’s exactly what happened to Poppi, the trendy prebiotic soda brand now facing an $8.9 million class action settlement. The company’s misstep wasn’t a faulty product or a viral scandal: it was language. Words like “gut health” and “prebiotic” resonated with wellness-minded consumers, but the claims didn’t stand up to scrutiny.
According to the lawsuit, a consumer would need to drink four or more cans of Poppi daily to receive any digestive benefit, but doing so would cancel out those effects due to the sugar content. This isn’t just a one-off slip-up. It’s a case study on what happens when good marketing overshoots and a reminder that in communications, words are more than creative. They’re strategic, legal and ethical decisions.
When Hype Outpaces Accuracy
Poppi’s branding is sleek, its influencer strategy is sharp and its rise in the health beverage space has been impressive. But it fell into a common trap. In a world full of “clean,” “functional” and “science-backed” products, it’s easy for marketers to lean into buzzwords that build credibility fast – even if the substance doesn’t quite match.
Consumers take these claims seriously. That’s why vague or inflated messaging opens the door to confusion, backlash or even legal action. In Poppi’s case, the gap between perception and reality was wide enough to spark a multi-million-dollar correction.
How Communicators Can Protect Their Brands
This case isn’t just a lesson in what not to say. It’s a prompt to think differently about how we build messages. As communicators, we can protect our brands and audiences in various ways:
- Pressure-test claims: If a statement implies health benefits, results or science, confirm the data backs it up.
- Collaborate early: Legal and compliance teams shouldn’t be last stops – they should be part of the creative process from start to finish.
- Think like a consumer: Would the average person interpret this phrase literally? If so, be ready to deliver on it.
- Avoid buzzword shortcuts: Trendy terms aren’t a substitute for real substance. Show, don’t just tell.
It’s not about playing it safe – it’s about being credible. And credibility lasts longer than hype.
At Franco, we partner with brands early in the message development process making sure legal, creative and strategic teams all weigh in from the beginning. Our goal? To build narratives that engage audiences, stand up to scrutiny and drive trust.
Final Thoughts: Credibility Over Cleverness
Poppi’s story is a cautionary tale, but it’s also an opportunity. It shows how much power we have as communicators to shape narratives, drive trust and protect brands. The best messaging doesn’t just turn heads. It holds up under pressure.
So, the next time you’re crafting a headline, campaign or product label, take a step back and ask: Is this clever or is it clear? Is it exciting or is it honest? The words we choose matter, and the right ones can make all the difference.
Alexis Schuchert is a Senior Integrated Communications Specialist at Franco. Connect with her on LinkedIn.
