poppi has mastered the art of the social reveal. Now, the social-first brand is taking that expertise off the feed and into the streets of New York with a billboard that doubles as an interactive product drop.
To launch its limited-edition Sour Apple flavor, poppi debuted a “Peel + Win” billboard in Soho featuring 500 removable green apple stickers, inviting passersby to peel one for the chance to win an exclusive Sour Apple launch mailer, bringing the coveted creator unboxing experience directly to fans IRL.
And, in true poppi fashion, the reveal was built into the experience. As consumers removed the stickers, they gradually uncovered the Sour Apple campaign underneath, turning participation into the creative itself. The result was a uniquely social take on OOH: part product drop, part content moment, and part evolving brand reveal designed to generate the same curiosity and FOMO poppi creates online.
Katy Jones, VP of Creative: “With Sour Apple, we wanted to bring the interactive energy we have with our community on our feed out into the real world. Instead of a typical billboard, we made one you could actually play with by peeling off stickers to win an exclusive Sour Apple mailer, and in doing so, reveal our new flavor. It’s playful, a little unexpected, and very poppi.”
Additional Launch Activation Moment – poppi x lil sweet treat: To launch the new flavor, poppi also collaborated with beloved candy shop lil sweet treat on an exclusive poppi x lil sweet treat gummy. Through August 17, consumers can experience the soda and gummy pairing at lil sweet treat locations in New York, Los Angeles and Chicago, as well as shop the collaboration online — bringing poppi’s candy-inspired flavor directly into the culture that helped inspire it.
