Pepsi just dropped $2 billion to acquire Poppy.

Let that sink in.

A gut-health soda brand that didn’t even exist a decade ago is now a multibillion-dollar player—without some bloated VC war chest or Super Bowl ads. Why? Because they didn’t just sell a drink. They sold vitality without boredom.

Just like Liquid Death isn’t selling water. They’re selling rebellion in a can.

This matters to you because your agency clients are still playing the safe game. Bland branding. Forgettable messaging. Funnel tweaks and ad spend tricks. But the world doesn’t reward better. It rewards different. And that’s where you come in.