The US soda market is dominated by entrenched incumbents who’ve been building brands for decades. Poppi, a prebiotic soda brand that has gone viral, broke onto the scene a few years ago and is now the top-selling soda on Amazon. Unlike many brands that have tried and failed to take a share of this massive market, Poppi reaches its audience and applies performance marketing throughout the funnel. This study explains why and how Poppi uses full-funnel advertising.