Poppi x Labubu

I was just building a new business deck for a brand trying to win over Gen Z — and then poppi x Labubu Doll dropped this masterclass stunt.

This is what happens when cultural relevance meets brand agility. It’s my favorite kind of marketing to unpack because it works so well.

Here’s the thing: Poppi isn’t just selling drinks; they’re selling obsession.

They’ve nailed the formula for driving relevancy through brand collabs.

1. Cultural heat: Labubu is the “it girl” collectible of the moment among a specific demographic, and Poppi moved fast to reach them with a limited edition launch.

2. Ownable tone: They announced it on their own socials first, using playful, text-from-your-best-friend language. Peak Gen Z. 

3. Desirability loop: When influencers like Bran Flakes are texting their managers AND tagging the brand on Stories to score one, you’ve built a cultural must-have. How many brands can say they have nearly 6K shares on a branded post in 24-hours? 

Poppi’s roots taught them how to build FOMO. Remember their pink sweatsuit mailer that everyone wanted? (yes, I still want it). The vending machine stunt was overkill, but this feels like a return to what they do best: creating drops that feel exclusive and coveted.

Pair Poppi’s brand DNA with Labubu’s virality, and you have a blueprint for turning social buzz into true cultural impact. I'm obsessed. 

Original post on LinkedIn here.