Podcast Summary: Ahead of the Curve with Coco Mocoe

Episode Title: The Internet Hates Female-Founded Brands: Poppi Vs. Olipop
Host: Coco Mocoe
Release Date: February 18, 2025

1. Introduction: The Legacy of Super Bowl Commercials

Coco Mocoe opens the episode by exploring the perennial phenomenon of Super Bowl commercials and the diverse reactions they elicit online. She highlights how these ads become a focal point for public discourse, sometimes rightfully criticized and other times facing unjust backlash.

Coco Mocoe [00:00]: "The legacy of Super Bowl commercials is that the Internet must find one to be mad at every single year, as it is a rite of American passage."

She cites examples like Kendall Jenner's Pepsi commercial addressing police brutality and Tubi's controversial ad that inadvertently linked to spikes in domestic violence, emphasizing the complexity of public outrage.

2. Poppy's Super Bowl Activation: A Year Apart

Coco delves into Poppy's Super Bowl campaigns across two consecutive years, contrasting their approaches and the resulting public reception.

• 2024 Campaign:
  Poppy's initial foray into Super Bowl advertising featured their signature hot pink branding but lacked celebrity or influencer involvement, resulting in minimal buzz.

• 2025 Campaign:
  With significant changes including Alex Earle's investment and a shift towards influencer activations, Poppy introduced two commercials and sent out vending machines to influencers, sparking widespread discussion.

Coco Mocoe [Timestamp as relevant]: "This year Poppy was potentially the most talked about Super Bowl activation of 2025. Even more talked about than huge commercials that had a huge list of celebrities."

3. The Vending Machine Controversy: Inclusion and Diversity

The crux of the episode revolves around Poppy's decision to distribute temporary vending machines to influencers during the Super Bowl, which became a lightning rod for criticism. Coco addresses the core issues:

• Lack of Diversity:
  Critics pointed out the insufficient diversity among the selected influencers, reflecting broader challenges faced by POC creators in the influencer space.

  Coco Mocoe [Approx. 05:00]: "It only takes one TikTok search to see that there really wasn't a ton of diversity with who they chose."

• Inclusivity Advocacy:
  Coco shares her efforts to promote inclusion, referencing a previous episode about diversity on Tarte brand trips and encouraging white creators to advocate for inclusive rosters.

  Coco Mocoe [Approx. 07:30]: "If you are a white creator who gets invited on a brand trip, one thing that you can do to advocate for inclusion is ask for a roster of who else is going before you sign on."

4. Astroturfing and Brand Manipulation

Coco introduces the concept of astroturfing—manufactured social media campaigns designed to create the illusion of widespread sentiment—and explores its potential role in the backlash against Poppy.

Coco Mocoe [Approx. 15:00]: "Astroturfing is like fake grass on a football field; it looks real from afar but isn't upon closer inspection."

She references Damon (Daymond) John's insights from Shark Tank, suggesting that competitors or larger brands might be orchestrating negative campaigns to undermine Poppy's market position or acquisition prospects.

5. Comparative Analysis: Poppy vs. Dunkin Donuts vs. Celsius

To contextualize the criticism Poppy faced, Coco compares it with other brands' Super Bowl strategies:

• Dunkin Donuts:
  Despite featuring high-profile celebrities like Ben Affleck with substantial advertising budgets (e.g., $10 million for a 30-second ad), Dunkin Donuts faced comparatively muted criticism regarding inclusivity.

• Celsius Energy Drink:
  Known for successful influencer partnerships with figures like David Dobrik and Jake Paul, Celsius hasn't received similar backlash, even when engaging in elaborate activations like celebrity pickleball tournaments.

Coco Mocoe [Approx. 25:00]: "Why are we only mad at Poppy? And no one is making think pieces about Dunkin's inclusion—or lack thereof."

This comparison underscores a perceived double standard in how female-founded brands are scrutinized versus their male-founded counterparts.

6. Gender Double Standards in Criticism

Coco passionately discusses the unequal treatment of female-founded brands and influencers, highlighting systemic biases in the influencer industry.

• Pay Disparities:
  She recounts personal experiences where male counterparts received disproportionately higher compensation for similar brand deals, emphasizing ongoing gender pay gaps.

  Coco Mocoe [Approx. 30:00]: "I found out that a male creator with one-third of my following was offered more money for an identical brand deal."

• Public Scrutiny:
  While female influencers face intense criticism for their brand collaborations and perceived out-of-touch actions, male influencers receive praise or are largely exempt from similar scrutiny.

  Coco Mocoe [Approx. 35:00]: "No one ragged on David Dobrik or Jake Paul for their Celsius partnerships... It is only when it happens to female creators."

7. Reflections on the Influencer and Pop Culture Commentary Space

Coco shares her growing frustration with the current state of pop culture and influencer commentary, lamenting the rise of negative, non-contributive content that thrives on drama and criticism rather than constructive dialogue.

Coco Mocoe [Approx. 40:00]: "I think some creators that do commentary are just vultures... Their podcasts are just them, like, recapping the drama that someone already figured out on TikTok two weeks before."

She expresses a desire to pivot away from this trend, emphasizing her commitment to meaningful conversations and authentic storytelling, as exemplified by her other show, Middle Row with Coco Mocoe.

8. Conclusion: Accountability and Moving Forward

In wrapping up, Coco reiterates the importance of holding all brands accountable uniformly, without bias towards female-founded enterprises. She calls for a more equitable approach to criticism in the industry and encourages listeners to engage thoughtfully with pop culture content.

Coco Mocoe [Approx. 50:00]: "If we're gonna hold Poppy accountable, hold other brands accountable... but don't cherry-pick the female-owned brands for the sake of rage bait."

She directs listeners interested in deeper analyses and community discussions to her Substack, highlighting the value of diverse perspectives and respectful dialogue.

Notable Quotes with Timestamps

• On Super Bowl Commercials as a Cultural Rite:

  Coco Mocoe [00:00]: "The legacy of Super Bowl commercials is that the Internet must find one to be mad at every single year, as it is a rite of American passage."

• On Influencer Diversity and Advocacy:

  Coco Mocoe [07:30]: "If you are a white creator who gets invited on a brand trip, one thing that you can do to advocate for inclusion is ask for a roster of who else is going before you sign on."

• Explaining Astroturfing:

  Coco Mocoe [15:00]: "Astroturfing is like fake grass on a football field; it looks real from afar but isn't upon closer inspection."

• On Gender Pay Disparities:

  Coco Mocoe [30:00]: "I found out that a male creator with one-third of my following was offered more money for an identical brand deal."

• On the State of Pop Culture Commentary:

  Coco Mocoe [40:00]: "I think some creators that do commentary are just vultures... Their podcasts are just them, like, recapping the drama that someone already figured out on TikTok two weeks before."

Final Thoughts

Coco Mocoe's episode "The Internet Hates Female-Founded Brands: Poppi Vs. Olipop" offers a critical examination of the dynamics within the influencer marketing space, highlighting issues of diversity, fairness, and the influence of social media manipulation. Through personal anecdotes and broader industry analysis, Coco advocates for a more inclusive and equitable approach to brand collaborations and public criticism.

Listeners are encouraged to engage with these topics further by joining Coco's Substack community, fostering a space for balanced and respectful discussions.

Connect with Coco Mocoe:

• Instagram: @CocoMocoe
• YouTube: Coco Mocoe
• TikTok: @CocoMocoe
• Substack: cocomocoe.substack.com

For business and interview inquiries, contact: cocomocoe@whalartalent.com