From Shark Tank to Super Bowl - the story of America's fastest growing beverage (Poppi) with Allison Ellsworth

0:06Ladies and gentlemen, welcome back to the Uncensored CMO. Now picture this for a moment. You are nine months pregnant and you decide together with your husband to go on Shark Tank and pitch for a new business idea, risking all of your life savings to create a brand new soda brand in the US and go up against the giants like Coke and Pepsi. If that sounds crazy, that's exactly what my next guest did, Alison Ellsworth, founder of the Poppy brand, who has turned it around in just four years to one of the most successful, perhaps the most successful soft drink startups that America has ever seen. It's a really fascinating story and I know you're going to love it.

0:44Here it is. So, Alison, welcome to the show. It's great to have you. Thank you for having me. Now, I'm dying to get into how Poppy became such a big success. But take me back right to the beginning. Where did it start? And how did it turn into a business? Yeah, so I started the company a few years ago. And really, it stemmed from previous to this. I started in oil and gas. So I was on the road for about seven years traveling. And when you travel, you just get what I call is like travel belly, where you're just like, your stomach hurts, and you don't feel good. And I was just so obsessed with trying to feel better.

1:18So I would go to places and I'd actually never looked at the back of a can or a label or read a nutritional. And I didn't understand what ingredients and what they were doing to your body. And it just kind of became an obsession of mine. And that's when I discovered apple cider vinegar. And I know for you, I don't think, have you ever taken a shot at apple cider vinegar before? I haven't. However, I have watched Shark Tank where you get the sharks to try it. And I've seen their reactions. It does not look particularly pleasant. It doesn't look good. No, it's so true. it's like most people don't want to drink it they know it's like better for you so I went to my kitchen and I created the first version of poppy and I fell in love with it my husband fell in love with it so I just became obsessed with wanting to share it with everybody and after that we took to our local farmer's market in Dallas and then the next step in the American dream is obviously to go into Shark Tank and you did but but for anyone who hasn't seen the episode it's not you didn't just go on Shark Tank as the rest of us would go you were actually nine months pregnant I was.

2:18So I, you know, I, it's a theme when I'm pregnant, good things happen. So I started the company three months pregnant. Um, I remember back being life savings, putting in maxing out the credit cards and my husband wanting to pull his hair out because he's like, we just bought a house. You're pregnant. And then I was like, well, I'm not going to let this stop me from, you know, getting my goals and being successful. So when I became pregnant with their second and shark tank came about, it was just a natural progression of, Hey, getting stuff done and this is not going to stop me. So to be honest, when we first started the process to get onto the show, I was like three months pregnant and it takes a really long time.

2:54People don't know how long from like you actually trying to get on the show to being on the show is. It can take a year, I think for some people. Yeah. And it's only sort of three or four minutes, the actual bit, isn't it? It's about five minutes that they air, but you're in there for an hour. Oh, wow. Yeah. And so let's be real, it's a TV show. So they want to make sure and get good shots and reactions and they encourage, you know, all of the sharks to say and do funny things. I remember being nine months pregnant. Um, Mr. Wonderful, he's like one of the sharks. That's a little bit more of a character.

3:27And his thing is he calls everyone roaches or whatever. And he called me an apple cider vinegar roach. And then he sat back and he smiled and he was like, he was like, obviously I didn't mean that. Right. But you also have them yelling at you like, Hey, what's your revenue? How many cans do you sell? Where's your office? And you're just like, what answer do I, who do I answer right now? And it's very overwhelming that you almost like black out a little bit. And yes, spoiler alert, we did get a deal. And it didn't look like it. Because they were going, you know, it's a cottage, it's a small industry, you need much bigger production, you're not spending enough money, you haven't got a brand.

4:02I mean, you've got some pretty heavy criticism. Yeah. And it's so funny. We've done about 500 ,000 in revenue and about two years of business, which is really great for two employees. And we were manufacturing it ourselves. We had kind of taken most of our own money and built out a little facility. We were in local stores in Dallas, Texas. And it was one of those things where, yeah, we did not have quote unquote like a proven business, but I mean, for startup, it wasn't so bad, but they all started dropping like flies. They were like, I'm out. I'm out. I was like, Oh, this is not going to happen.

4:32So then finally, when we did get an offer, you know, we were talking previous to this, me and my husband had talked about what we would do if we got an offer and i don't think we think we thought about it he was like we'll give you 400 000 for 25 we're like deal like it was just like let this is life-changing this will change our lives we have had you talked about it with him before had you decided the point because because everyone watching shark tank you always go in the same thing happens they always get negotiated for more equity or for lower investment So how do you, cause you didn't even confer, did you?

5:05They were put under so much pressure to make a decision. Look, I had watched every episode up until then to study it and how it worked. And we always saw that if you talked during and we're like, Hey, I need a second. They're like, I'm off the table. Or like they, they almost saw that as like a way of weakness. And so we're like, Oh, we can't be seen as weak. So we ran like 30 ,000 scenarios before we went in there. We're like, okay, if they give this, what would we respond with? And this is our max. but honestly I don't even like that was such a long time ago I don't even think like what our max or what we would have done I mean I think if they would have said 50 or 100 or something crazy we wouldn't have done it um but it absolutely changed my life and that was kind of honestly where the journey of poppy started um you know we don't even talk about the the stuff before that but with it after that we got the deal and we went through a major rebrand well just on that because most of the sharks declared themselves out except for one very important one who actually has got a bit of experience in your category, hasn't he?

6:06Yeah, so it's funny because you don't know who the sharks are until the night before. Everyone thinks like you might know, the sharks don't know who you are until you walk out in front of them. So it's a very like, you have no idea what's going on. And so the night before we had learned our sharks and there was two on there that were like, oh, they have beverage experience. And one was Bethany Frankel. She has like skinny margarita type line. And we're like, oh, great. Female founder. She'll get it. Right. And the other was Rohan Oza. And he had been part of, I think he worked at Coke for years and had, you know, worked on bi and vitamin water and just had just so much experience in beverage.

6:43We're like, oh my gosh, we have two sharks that we could potentially do something with. And then we get in there and Bethany was just not having it. She was yelling at us. We made her take a shot of apple cider vinegar. She was not happy. I thought that was genius, by the way. because if anyone's not seen it you make them all try apple cider vinegar don't you and they're disgusted and of course you then turn it around by showing our product and how good it can be and she she kind of i don't think she was too impressed by that so she was a little salty and not happy with us reacting to the shock really funny story in that because later on with rohan he said that she looked at him was like hey do you want to do a deal together and he told her no so i think that maybe had and then he went in on it and said i'll do a deal and he's like i wanted it for myself because he just believed in the brand that much and he went straight in didn't he wasn't he wasn't second guessing he was straight in with an offer yeah straight in with the offer and then we said yes immediately we leave and then it's so funny because right afterwards they go back to your trailer and you're like wait now what i just got a deal on shark tank like what's happening and it's like a case of cash they sort of hand over i wish no it's interesting because um look we had no idea if our episode was even going to air it once again it had to make a tv and then the due diligence starts after that right like actually Rohan had to look into the business did we really do what we said we did you know all of that and that almost took about six months so we didn't close the deal until almost two days before episode aired we loved it because he invested in then his vc Kavu also invested and really believed in us from the beginning that's amazing and what advice did he give you because if I look at what you presented on the show as it was it wasn't even called poppy was it at the time what you what you presented and what we have today only four years later quite different aren't they they're so different it was called mother beverage it was a playoff of the mother of vinegar everyone's like was it because you were a mother i'm like no but that's cute but we looked at it and i remember him saying look you have a fantastic liquid your story is amazing you guys are great as founders but for lack of a better word, your branding is shit.

8:47And he goes, we got to do something about this. This is soda. I've been looking for something like this my entire career. It's here. Let's do branding. And it was funny at that moment, the first person, even before I met Rohan in the trailer on Shark Tank set was his right hand woman, Stevie. And she comes in and she's just like talking to us and she's like, we're going to do this rebrand. And we worked so close with her, me, my husband and Rohan, and we took nine months off and we went through a ton of branding exercises. So we're like, okay, we know we have this liquid. We know it's soda, but like, what are we saying?

9:26What do we look like? We wanted to be a modern soda. So for us, do we do colored cans? Do we do white cans? Which for me, white was screaming it healthy, but color screams taste. Do we want to have real fruit on it or do we want it to be modern fruit? We went through so many exercises and branding and we were thinking through, if you think of the word soda, it has this emotional connection people have and they want to be drinking soda at the movies or with their friends or at a sporting event, but now soda quote unquote is a dirty word. And so with Poppy, we give you the freedom to love soda again at its best without all the sugar and no BS ingredients, right?

10:07And so once we kind of went through that process, we're like, oh, this is simple. But what was really important is we didn't want to be like this functional, better for you tell all thing. We wanted to be a culture first soda. So with launching it, we wanted to go, we leaned in fun over function. So we're like, let's go color. Let's go crazy marketing with influencers and go social and digital first. And it was just from the DNA from the beginning. um and then we decided to launch march of 2020 right when covid hit so that's cool no i didn't realize that's it oh wow so what did that mean for your distribution then because yeah i mean how do you get it onto shelves and yeah into people's hands well more people were concerned with getting toilet paper on the shelf if you remember yes i do yeah absolutely and it was worldwide shortage of toilet paper overnight and we were supposed to have like national rollouts and like whole foods and sprouts and all these places and they had agreed to it and we were supposed to roll out, I think in April, second month of lockdown, they were not putting new products on the shelf.

11:06And so what we did from day one, thank goodness we had onboarded Amazon and from day one, we decided we will not be a D to C company. We were going to go all in on Amazon and make that the new age, right? Like I think in America, 90 % of households or something, anywhere from 80 to 90 % have prime in their house. Why not meet the consumer where they are and really lean in and double our customer service team and our just, you know, and it paid off for us poppy is the number one soda on amazon we've been that way for years very casually i know like i'm the number one soda on amazon but you outsell coke and pepsi we do that is insane and we have for a really long time i mean we've you know and then even on the entire platform because energy is really big on the platform i think we're around sixth just beverage on the entire platform and it's because we've leaned in on amazon and partnered with them and it's been really amazing for consumers to be able to get us there, especially in the early days when you couldn't get us at Whole Foods and everyone was ordering on Amazon.

12:03And it opened our eyes to be digital first. Something else that really opened our eyes to be digital first was we had filmed an update on Shark Tank the December right before COVID hit. It aired April 2020. So we had a national commercial where everyone's stuck at home watching TV, second month of business, and it just blew up our sales. And once that went out, the distribution came like, oh, the brand is here. And we got the rollouts and things really got roaring. Because I've always wondered about the connection between Shark Tank and sales. Because, you know, in the UK, we have Dragon's Den, which is the same format.

12:41And I've always thought, if I do Dragon's Den, I'm going to go on there and turn them down just for publicity. Yeah, totally. Because just being on the show, it's millions and millions of people watch. Has being on Shark Tank been a real advantage in terms of getting distribution and getting people behind the brand. Yeah, especially out the gate. Look, I think when our episode aired, because it was a Friday night, second month of lockdown, we did the Google search. We were trending higher than Donald Trump, Kim Kardashian. We hit number one on Amazon's hot new product list. The shelf was like, finally, like grocery stores were like, hey, okay, we get this, let's get this going.

13:14So it was really impactful for us. And then on top of it, there's this part of a Shark Tank brand badge of as a consumer you walk in like as seen on Shark Tank people are like oh well if they could get on Shark Tank I'll give it a try right so for the early days it was really important now we've definitely surpassed it we don't talk about it that much we don't put on our POS or packaging anymore but I think at the early days it absolutely changed our life and like the growth in the beginning but I think it was the digital first mindset that really set us apart but it didn't hurt yeah now one of the things that's quite distinctive about you is that you've also grown in social media, haven't you?

13:51And you yourself as well, as a founder, you've been the front of the brand very much as well. Was that a conscious idea because of Shark Tank to almost embody the story that you've been on and kind of embody the brand or did it sort of happen back then? You know, my background isn't traditional marketing, right? I have no idea what a funnel was or an OTT or OLV or what even linear meant, right? When I first started, I was like, I have no clue about anything. All I knew is I wanted as many people to try and see poppy as possible. And I love that because kind of all of the traditional ways went out the door because we were having to find a way to scale during COVID.

14:28So even the team that was traditional marketers were like, well, my playbook isn't going to work. We were way more open to trying disruptive, like throw stuff at the wall, test. I think more than ever, like a lot of brands were just trying to survive. And with that, TikTok was a really big piece. So I remember Instagram was all the fad, high static imagery. We were spending a ton of money on steals, no video, right? There was absolutely no video just four years ago. If you kind of think about this, it's not that long ago. And, um, TikTok was going on and I was starting to consume it just like as a human, right?

15:03I was bored at home during COVID. And I was like, it kind of hit me when I, I was like, I think that we can, as a brand somehow break through, but we have, it can't just be high gloss. It can't be models. And I was like, I'm not going to take resources from the company. I'm just going to play around with it on the weekends. So I started dancing. I did taco recipes. I did transitions when changing outfits to match my cans. I mean, anything I could do to just kind of see what worked and you know, it worked the best was me sitting down and telling my story and just being real and authentic. As simple as that.

15:35As simple as saying, Hey guys, I'm Allison. I'm the founder of Poppy. I was on Shark Tank. This is my product and telling the ingredients. And I did that one night, posted the video. I woke up at 6am and my phone was blowing up and we'd gone absolutely viral. We sold over a hundred thousand dollars on Amazon while we were sleeping. We cleared the grocery store shelves, sold out in all the grocery, our whole foods, what is going on? No one knew what was happening. that video now is over 150 million views today it's still like absolutely still going viral i have over 2 billion views on tiktok today like we we were like oh once again this really eye-opening moment of if you're just real and authentic and you can touch a lesson isn't it because you assume you have to do something really crazy to go viral but simple as telling your story that's incredible i know i think people think too much into it yeah and the consumer doesn't want that nowadays right That's not what that platform is about.

16:31You can still, you still need to have like high gloss ads on TV and do all that. But I think the platform, we adjusted the platform and I think that was the success. And so I stumbled into accidentally becoming the face and being the one where 80 % of our ads are still my face on TikTok. We work with creators, of course, and influencers, but it was just easy. It's really easy. Most companies struggle with this because they're too corporate. They kind of use social as a sort of an ad advertising platform, don't they, rather than being real and authentic. What's, I mean, after that video, what else would be top of the charts in terms of what, you know, what's done well?

17:10Yeah, so I think with that, it was always this lens of digital first. So for us, for two years, we could not do a sample. We could not do an in-world life event, right? Things were just so different. So we leaned in there. Something that we did really well was influencer and creator marketing. So we did a ton of seating. People were desperate to post stuff that was better for you during the pandemic. So we had like a 90 % open rate. If we sent someone Poppy, they were putting it on their Instagram. We had a ton of celebrities that were just organically posting Poppy by themselves. And that was another big thing that I think we always like tried to our North Star Poppy for me is the three C's.

17:50Is it creative? Is it community first? And is it part of culture? So we always say we move at the speed of culture. We move extremely quick. We can pull off anything in about two days, sometimes shorter. And so we were just part of culture within on TikTok. You have to jump on trends really quick. You have to know who the hottest, newest creator is. You want celebrities talking about it. You want your community to feel like they're part of your community. And I feel like that's always kind of been the secret sauce at Poppy is like we're not just working with a big celebrity to work with them and giving them a paycheck like we want real people that love us to be part of this journey with us it's it sounds simple but you know but it's not actually because i mean because i can imagine that you you know you being on the platform yourself every day you know what's going on but presumably it's outgrown you now isn't it so you need a team to sort of manage all this you now need to bring a team around you to help you know do what you're doing now that that presents its own challenge doesn't it well we we have two little two girlies that post on tiktok out of the office constantly and our community has fallen in love with them and adored them and we love doing little easter eggs so we just filmed a series of commercials and we like put them in there as easter eggs so that our tiktok community can go wild like we're always thinking through that lens with it like even i make like a cameo in one of them and so we have fun with it and people take it serious because we do great on the organic side but it is a huge piece of our paid side yeah driving people to our website to purchase to grow our email and sms list we've grown to over 1.2 million in just a few years through this strategy it's just part of this like 360 ecosystem that we kind of think like what are we going to do there first then that will help dictate like what we're going to do on a flavor launch or a big campaign or an out of home it's like it all kind of comes back to this like social ecosystem that we've built that's just really it's really important it's the core of who hoppy is Yeah.

19:46I mean, something you've done really well as well, get it into people's hands as well, haven't you? And I know when you launch new flavor, you often put a pop up, don't you? To create a pop up experience for people to go to. And explain how that works. Because that doesn't just get into people's hands. It also gets people talking about it on social media as well, doesn't it? Yeah. So yeah, for the first years we couldn't do it, but yeah, recently we, you know, for the first time did one and we saw this outpouring cry of how many people wanted to be with Poppy in real life. So we did our first one in LA in January of this year.

20:17And what was the most surprising, we had Paris Hilton DJ and we had celebrities and influencers come for one night and then we opened up the community. we had people fly in from Hawaii to come to our pop-up to buy a hoodie and to try our new flavor and to meet me and just to be part of it we're like wow this is special we had the line people waking up at 6 a.m over 5 000 people came over a period of two days they were like okay this is cool which led into why we're like there's something we got to do what's the next breakthrough thing which is super full which I know we'll get to and then the next one we just did in New York fashion week.

20:52Um, and what I love about it is we get better each time. So we like learned this works. Um, you know, we always do that social ecosystem. Why do people get canceled online for four pop-ups and it's like not programming the line. So we like really took that serious and we programmed our line and we had 50 cent perform at this one and we launched our new flavor cherry cola and it's through like this cultural first lens. So we pick tent poles. So for example, people New York fashion week, everyone's already there for it. So I think that's a really big piece with pop-ups. I always try to give advice to other brands is don't pick a random weekend and you think you're going to have to fly, like meet the hottest, coolest people where they're already at, right?

21:31They're going to come create a space that they want to come to create content. So we do a beautiful build out video first content corners everywhere, then get some key anchor people there. So we had 50 Cent perform. We had Enbrada. We had the Love Island crew from Leah to Cordell, like all of this amazing people. Then all of a sudden we had people reaching out that we were not paying. They were like, can I come to your party? So much so that we were the hottest, coolest party at New York Fashion Week and we are a soda. That's insane, isn't it? So it's an experience that we're always just trying to create.

22:02Going back to, is it creative? Is it culture first? And is it community first? The other thing that slightly blew my mind when we met in Austin a few weeks ago was the merch that you create not only is it really cool and uh and very on trend but you're going to turn it into an actual line as well aren't you that's for sale so during the whole like virality of tiktok i also it was like another really big passion of mine is i hate it when brands put a logo like on a t-shirt that everyone has and nobody wants to wear that it's like very salesy it's corporate it you know and so i was like i had this obsession to like find a manufacturer to cut So Die customized merch for us.

22:41So we started going down this road. Everyone told me I was absolutely crazy, but you know, we support crazy at Poppy. We love it. Um, and we created our own line, even at our pop-up that we just did, we had 22 pieces of merch that we sold out over a period of 24. Uh, we sold out two hours online and then like 24 hours at the pop-up. We were like, Oh, we got to get more, but it's become this, this brand affinity for our community and for our creators. So it just kept going viral so much so that you're the first person I'm telling this to, which is really exciting. Target reached out to us and said, Hey, you guys are one of our best selling beverages at Target.

23:20Will you do a line and target and do a hype drop with us? So we're so excited. We are dropping our own apparel line with target and every single target in January and February of this year. And like, nobody does that. And once again, these things are just, It's a loaded kind of thing to do, is it? It's not normal. No. It's so cool. And how do you decide on the line that you're going to, if you can say, how do you pick the merch that's going to, that's going to appear in Target? So Poppy, we, we kind of have this like creative, creative agency within that I run. So like I run like our creative brand, um, have an incredible creative directors and designers.

23:54And we even have on staff, like a head of product development for apparel, right? It's just become a pillar of Poppy as what people want. and so for us when we were creating it we wanted to give our community pieces from our archives that they weren't able to get because they were really viral and sold out really quick we want to make it more affordable and just kind of really on brand evergreen so we usually do it around like a hype launch of cherry and everything's red this is going to be more of an evergreen line of just like our og stuff that people can get which i think that they're really going to love and it's going to be great quality at a great affordable price for the tarjay consumer and we're excited and we're going to be launching like a new flavor with it that's exclusive that you can only get with the line so that's nice yeah that's nice i wanted to ask you about flavors actually because you've got an amazing array of flavors how do you choose like what to launch or what goes into the process of picking a new flavor back in the day it was all about taste the first original like nine flavors were me and my husband in the kitchen playing around right now we have a very sophisticated innovated innovation team we have like phd scientists that work full-time we have a lab in austin that we're always innovating um but still honestly it comes down to flavor so they might say hey this is a huge category it's whatever within soda and we need it if it doesn't taste good we're not gonna launch it and funnily enough i know this because i spent most of my career actually working at britwick in the uk which is part of pepsi or a pepsi bottle of the uk every single bit of research we did whether it's a healthy beverage or whatever taste was number one yeah every single time and literally if you if you did the taste test and you rank the flavors that's exactly how that ended up selling you can't out you can't beat flavor that's what was interesting about what you did because when it was mother it was very much um you know apple cider vinegar lead wasn't it lead on the benefits flavor second whereas now you're all flavor first you almost discover the prebiotic benefit second don't you that's exactly the consumer journey that I went, I want someone to like go to the shelf, get poppy and go, this is so cute packaging.

25:58It matches my outfit. I want to be seen drinking it. I want to be part of this brand. I want to drink it and go, wow, that tastes so good. And just refreshing. Oh, I want that with my burger. I want it with pizza. And then I want to look at the ingredients, go, whoa, this is good for me too. Like that is an intentional thing that we get across in all the stuff that we do. Right. I feel like if you lead with like ingredients, it's just becomes very boring. It's you're not to brand your product and of course poppy we always want to be like brand first it makes so much sense i mean i've worked for two of the world's biggest soft drink companies and both of them had exactly the same mission which is basically because if you look at reasons why people buy is taste refreshment health and then beyond there you've got energy and a few other things right everybody is trying to combine it tastes great it refreshes me and it's healthy and that's the thing no one's been able to do that and that's where i think you've got that exactly yeah that i think is where you've landed the sweet spot which is i want it to taste great i want it to be refreshing but i want it to be good as well yeah and it's so funny because we talk about modern soda so we have the traditional soda flavors like we have the root beer and the cola we have doc pop you know you could you could argue orange and grape or traditional soda flavors but our number one selling skew is our strawberry lemon this one that you're drinking is our raspberry rose it's one of our top skews so in my head we are defining a new category for the next generation of soda drinkers and modern soda can be a strawberry lemon poppy.

27:19We've created a category of functional pop that did not exist four or five years ago, right? If you look and look, you can pull this on the data. It's a new category that's hit over a billion in five years, right? Between us and some others. And it feels like there was nowhere to put us on the grocery store shelf when we first started poppy. Now we have what are called modern soda sets. The retailers have leaned in but we created a category that did not exist and i always say that with to other entrepreneurs that are wanting to start something or do something we created something that did not exist four years ago and look at the movement and what the grocery store is kind of like leaned on us like what do we do how where do you guys want to be on the shelf and we've worked together for four years to define what this new category is and it's exciting to see that is so key actually isn't it because you've got to give the retailer a reason to put something different on the shelf.

28:10And if you can say we're building a category that people will be coming in looking for it and it's incremental to all the other sodas and energy drinks and health drinks out there, that makes a lot of sense. Yeah. Very, very exciting. So how many retailers are you in now? Oh, you know, we're in all the major retailers in the US, you know, from the Targets, the Walmarts, the Costco's, Kroger's, Albertsons, I would say probably over 50 ,000, you know, with our 7-Eleven and convenience stores. And then we are in Canada. We're just launching there. We're in a lot of the major retailers out there. Costco really is our anchor out there.

28:44And then now we're looking definitely at international at some point, but there's just, I mean, four years in the U S there's still a lot of work to do. And, um, you know, a big piece that I love that we're just now getting into is we just launched with Chipotle, right? When you drink poppy, like it really, like if you think of soda like you usually want it with a meal right yeah and so how can we find more partnerships where we are adjacent to food so we just launched in all the chipotle so that's where like a lot of opportunity for growth for us that we're excited about and that makes sense because when what you don't really want a high sugar drink when you're eating food because it takes away from the pleasure of eating food isn't it so i can see that match and also it's really hard to get into those kind of places because they'll often have only two or three options for a drink they have That's true, actually, because I think in the US, probably more than any other market I've ever worked in, there is, you know, it's really owned by like the Coke and the Pepsi system and Dr.

29:38Pepper as well. They really own the fixtures and the contract says, you know, how do you break in amongst all that? You know, we get creative. So we just launched, we're the official soda of the Los Angeles Lakers. And this is new news, isn't it, as well? This is brand new. This is just literally breaking as well. As well. And we just get creative with it. We find ways that we can be the next soda. And we're seeing these people like the Lakers that are culturally relevant are wanting to lean into this new age, modern soda for the next generation. So I think poppy has grown. I think we're in one in ten households in America.

30:13We're making waves. We're building this new category. This stuff will just come with time. And it's, you know, there's really, if you think of soda, it hasn't been disrupted since the Diet Coke craze, right? So we'll just continue to push. And, you know, I think if we can get into more music venues and sporting, you know, all of those things, I think, could be really exciting. So you've done an incredible job of making it available. We've also taken the massive step as well as going on to the Super Bowl just four years after launch. I can't imagine there are many brands that have gone four years in.

30:42We're going Super Bowl. I mean, that's that's and you didn't just go 30 seconds, by the way, did you? No, we did 60, which is a lot of money. How do you come to make that decision to go, you know what, we're going to go Super Bowl, not just 30? We just felt last year was our year to go Super Bowl. And sometimes the best things at Poppy kind of come last minute. So to add to that, we had been talking about Super Bowl for a while, but it is scary. It is a lot of money. It's a, you know, it's a sustaining after, right? Everyone thinks like you do Super Bowl and then you get, no, you have to be able to sustain that media afterwards.