☕ In the can
Inside Poppi’s sports marketing strategy.
Marketing Brew <[email protected]>
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Morning Brew promotes its newsletter content, including a feature on Poppi's sports marketing approach and its sponsorship of the Dallas Cowboys Cheerleaders. The brand highlights Poppi's unique strategy of focusing on conversations happening on the sidelines and social media. Morning Brew also mentions other topics, such as Banana Republic's TikTok series and coworking trends.
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570 words · about 2 min to read
October 27, 2026
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Presented By
Sponsor Logo: Lob
It’s Tuesday. Banana Republic is making a push for younger shoppers with two of Gen Z’s favorite things: TikTok and Adults actor Jack Innanen. The brand is rolling out a TikTok series starring Innanen called The Agency, bringing us the latest example of branded originalcontent.
In today’s edition:
On the sidelines 📣
Musings on Muse 🤖
—Alyssa Meyers, Jasmine Sheena
SPORTS MARKETING
Three cheers
Whether it’s the Super Bowl or the NBA Finals, Poppi has been involved in some of the biggest moments on the sports calendar.
Even so, “I would not say we’re trying to become a traditional sports marketer,” Kristina MacIntosh, the brand’s SVP of marketing, said.
Poppi’s sport marketing approach is more about becoming part of the conversations happening on the sidelines, in the stands, and on social media than it is about the on-field action, MacIntosh said. That’s why the brand’s new sponsorship of the Dallas Cowboys started not with the team’s players, but with its cheerleaders.
The Dallas Cowboys Cheerleaders—and their massive social reach—are the centerpiece of the sponsorship, which also includes more traditional elements, MacIntosh said. The deal includes in-stadium, retail, and social content with the team and cheerleaders, as well as pouring rights at AT&T Stadium, in-stadium and retail branding, and opportunities for ticket and merch giveaways throughout the season.
The strategy offers a look at how Poppi is carving out a unique space in the evolving world of sports sponsorship, amid stiff competition in the soft-drink category.
“We really sit within those sidelines of culture, and that’s been a strategy for us since day one,” MacIntosh told us. “We want to make sure that it makes sense for the brand to connect with highly engaged communities and participate in the moments that people are caring about and talking about on their feed…We’re looking for those opportunities where sports and culture really connect.”
For more on Poppi’s sports strategy and why the Dallas Cowboys Cheerleaders were the right fit, continue reading here.—AM
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Sponsored By Lob
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What makes a winning direct mail program? The 2026 Postmark Award winners have a thing or 12 they’re willing to teach on the very subject.
Lob has sent more than 2 billion mailpieces since 2013, and the Postmark Awards celebrate the programs that really dazzled audiences.
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We’ll mail it all to you—jk, here it is.
SOCIAL & INFLUENCERS
Starting somewhere
Meta’s fuzzy-looking personal AI agent Muse is apparently getting tried out—a lot.
The personal AI agent has seen more than 10 million users in the US and Canada in the month and a half since the tool first rolled out, Mark Zuckerberg said during Meta’s Q3 earnings call on Wednesday.
Among the over 10 million Muse users, roughly a quarter of them are using it daily, Zuckerberg said during the call. According to data from Sensor Tower reported by TechCrunch, the agent’s 14-day retention rate clocked in at 23%, compared to 16% on average for rivals including ChatGPT, Grok, and Claude.
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