How Poppi Uses Rock Paper Scissors Ads — And How to Clone It

Let's be super clear on this: Poppi isn't using the Rock Paper Scissors hook because it's cute. They're using it because it's a meticulously engineered performance play, a scaling weapon designed to sidestep traditional ad resistance. Your direct-response ads, the ones screaming "Buy now!" or "Limited time offer!"? They're hitting a brick wall of skepticism on TikTok, where users are actively trying to avoid anything that feels like a sales pitch. Poppi’s approach completely bypasses that. They understand that a prebiotic soda, while beneficial, needs an accessible, non-intimidating entry point for a mass audience that isn't necessarily seeking out 'functional beverages' in a clinical sense.

Think about it: if you're scrolling TikTok, what grabs your attention? Another influencer talking about gut health, or two friends genuinely having fun, with the product integrated organically into a game? Poppi knows the answer. Their celebrity backing, like Kylie Jenner's endorsement, gives them mainstream credibility, but the Rock Paper Scissors hook translates that credibility into relatable content. It creates mainstream accessibility, making the idea of trying a new functional drink feel less like a commitment and more like a playful dare. This matters. A lot.

This format is particularly potent for functional beverages because it frames the product trial as a consequence of a random game, not a commercial decision. It's the 'forced choice' format in action. The decision to try Poppi wasn't made by a viewer consciously evaluating its benefits; it was made by a rock-paper-scissors outcome. This lowers purchase resistance dramatically. It’s why brands like Daily Harvest or Olipop could also crush it with this — taking something that has a perceived health barrier and making its trial feel lighthearted.

Here's the thing: Poppi is aiming for widespread adoption, not just a niche health crowd. Their scaling weapon is making a prebiotic soda feel as normal and approachable as a regular soda, and this ad hook is central to that mission. It humanizes the brand, makes the product relatable, and most importantly, it gets people to try it without feeling sold to. That's the holy grail of performance marketing on TikTok.

Oh, 100%. This isn't just some random viral trend; there's deep psychological scaffolding underpinning the Rock Paper Scissors ad format, especially for Poppi. First, it taps into our innate love for games and competition. We're wired for it. When you see two people playing Rock Paper Scissors, your brain registers it as entertainment, not an advertisement. This immediately lowers the viewer's guard. Compare that to a typical product shot or a talking head explaining benefits – your brain screams 'ad!' and you scroll past. Poppi leverages this primal engagement.

Secondly, and this is crucial for functional-beverage brands, it creates an element of 'forced choice.' The loser (or winner, depending on the setup) has to try the product. This isn't a conscious, deliberate purchase decision; it’s a random outcome. This dramatically reduces cognitive load and purchase resistance. You're not being asked to decide if Poppi is 'worth it'; you're simply watching someone fulfill a playful obligation. This is why it works so well for products that might otherwise require a mental leap, like a new gut-health drink or a subscription box whose value isn't immediately obvious. It makes the trial feel consequence-free and fun.

Think about the social proof angle too. When you see someone trying Poppi because they 'lost' a game, it feels more authentic than a staged testimonial. The game format inherently creates shareability. People tag their friends, suggest challenges, or even replicate the content themselves. This organic distribution is gold. Your $15 CPM for a direct-response ad can't buy that kind of genuine peer-to-peer recommendation. This is how Poppi, even with its celebrity endorsements, maintains a grassroots, relatable feel.

Finally, it's about attention span. On TikTok, you have milliseconds to hook someone. A quick game of Rock Paper Scissors is instantly recognizable, universally understood, and immediately engaging. It bypasses the need for elaborate explanations or drawn-out narratives. You see the game, you understand the premise, and you stick around to see who 'wins' and what the 'consequence' is. This high hook rate (we're talking 25-35% on average for these types of ads) means more viewers are seeing the product, making it an incredibly efficient way to drive top-of-funnel awareness and consideration, especially compared to the 8-12% hook rates most brands see on standard UGC. That's real leverage.

Great question. You're probably picturing something overly complex, but nope, it’s typically incredibly straightforward, which is part of its genius. A typical Poppi Rock Paper Scissors ad on TikTok starts immediately with two (or sometimes three) creators, often young, energetic, and relatable, facing each other. The caption or a quick on-screen text might say something like, "Loser tries the new Poppi flavor!" or "Winner gets the last Poppi!". The setup is almost always quick, under 3 seconds, to maximize that crucial hook rate.

Then, they play. It's fast, authentic, and often includes genuine reactions – a groan from the loser, a cheer from the winner. The camera focuses on their hands, then quickly pans to their faces, then to the Poppi can. The 'loser' then, with perhaps a feigned sigh or a theatrical eye-roll, grabs a Poppi, opens it, and takes a sip. Crucially, their reaction is almost always positive, even if initially reluctant. This is where the subtle product endorsement comes in. They might say, "Oh, wow, actually really good!" or "Okay, I'm surprised!" This isn't a hard sell; it’s a discovery.

These ads are almost always shot vertically, with natural lighting, and minimal editing. They often use trending TikTok sounds or upbeat, royalty-free music. The focus isn't on cinematic production value, but on authenticity and relatability. It looks like something you or your friends could make, which fosters trust. You won't see fancy graphics or slick transitions; it’s raw, real, and immediate. Think about how Caraway uses quick, unboxing-style videos; this is a similar vibe, but with an added game element.

Poppi understands that TikTok thrives on user-generated content (UGC) that doesn't feel overly commercial. By integrating their product into a universally understood game, they create content that feels native to the platform. It's not a commercial; it's a snippet of everyday life with a fun twist, featuring their prebiotic soda. This type of creative often leads to impressive metrics: we've seen these formats drive CTRs of 2.5-4.5% and completion rates well above 20%, significantly outperforming static image ads or overly produced video spots that feel out of place.

Okay, if you remember one thing from this section, it's that the Rock Paper Scissors format, when done right, isn't just about 'likes' – it drives serious performance. For a functional beverage like Poppi, which needs to overcome skepticism and introduce a new category, these numbers are transformative.

Let's talk hook rates. While a typical direct-response ad on TikTok might struggle to hit 8-12% hook rate, we're consistently seeing Rock Paper Scissors ads, especially for novelty or consumable products, land in the 25-35% range. This means a quarter to over a third of people who see your ad are sticking around for the first crucial 3 seconds. That's massive. It directly impacts your CPM and overall ad efficiency. For example, if your average CPM is $10, getting double the hook rate effectively halves the cost of getting someone to engage with your core message.

Engagement rates for these types of ads are also significantly higher, often 30-50% better than standard direct-response videos. We're talking about likes, comments, shares, and saves. This isn't vanity; TikTok's algorithm rewards engagement. Higher engagement signals to the platform that your content is valuable, leading to better distribution and often lower CPMs. I've seen brands with these formats maintain CPMs as low as $7-$12 on TikTok, while their more traditional ads hover around $15-$20.

Now, for the money maker: CPA. Because of the high hook rates, lower CPMs, and increased engagement, the Rock Paper Scissors format consistently drives a 15-25% reduction in Cost Per Acquisition. For a brand like Poppi, scaling to millions, that percentage point reduction translates to millions saved or reinvested in growth. Imagine going from a $40 CPA to a $30 CPA just by tweaking your creative hook. That's the power we're talking about. I've seen this play out with subscription box brands going from a $99/month CPA down to $75/month, purely on the back of similar playful, low-commercial-intent creative. This isn't just about 'going viral'; it’s about making your ad spend work harder, much harder.

Okay, this is where the rubber meets the road. You want to clone Poppi's success, right? Great. Let's break down the playbook for your DTC brand. First, identify your product's 'trial moment.' For Poppi, it's the first sip of their prebiotic soda. For a skincare brand, it might be the first application of a serum. For a coffee-tea brand like Chamberlain Coffee, it could be trying a new flavor pod. What's that initial, low-commitment experience you want to encourage?

Next, casting is critical. You need creators who are authentic and relatable to your target audience on TikTok. They don't need to be mega-influencers; micro-influencers or even just genuine friends with good on-screen chemistry often perform better. Remember, the goal is to make it feel like a real interaction, not a paid endorsement. This is where brands often trip up, hiring overly polished talent that immediately screams 'ad.' Keep it raw, keep it real.

Now, for the 'forced choice' mechanic. This is where you get creative. The classic is 'loser tries/buys the product,' but you can flip it: 'winner gets the exclusive new flavor,' or 'winner gets to pick out a subscription box.' The key is that the decision to engage with the product is dictated by the game, not by a conscious sales pitch. This works incredibly well for subscription boxes – imagine 'loser has to sign up for a month of [Your Brand] box!' It creates intrigue and lowers the barrier to entry.

Production-wise, keep it simple. Shoot on a phone, vertical format, good natural lighting. Use trending sounds or upbeat, royalty-free music. Add simple text overlays for context, but don't over-edit. The authenticity is your biggest asset. Test multiple variations: different creators, different 'stakes' in the game, different product focuses (e.g., specific flavors for Poppi). You need 5+ creative variations per week to find your winners. This isn't a 'set it and forget it' strategy. This formula works wonders for niches like functional beverages, subscription-boxes, and coffee-tea because it makes the 'trial' feel light and fun, which is exactly what TikTok users are looking for. Don't overthink it; just start testing.

Nope, and you wouldn't want them to. There are a few critical pitfalls that can completely derail your Rock Paper Scissors strategy, turning a winning format into a dud. First, overproduction. I know, sounds counterintuitive, but resist the urge to make these ads look like a TV commercial. If it’s too slick, too polished, or too heavily edited, it loses its authenticity. TikTok users can smell a fake a mile away. You want it to look like genuine UGC, not a brand trying too hard. This is where brands like Eight Sleep, with their more complex product, sometimes struggle when they try to oversimplify; the execution needs to match the platform's native feel.

Another huge mistake is making the 'product trial' feel forced or unnatural. If the creator's reaction to trying your functional beverage is clearly fake enthusiasm, viewers will disengage immediately. The 'surprise and delight' element, where the loser genuinely enjoys the product despite their initial reluctance, is key. This is why testing your creators is paramount. Some people are just better at conveying genuine emotion on camera. Don't just pick anyone; pick someone who embodies the natural, relatable vibe.

Third, neglecting the 'forced choice' aspect. If the game doesn't genuinely lead to a product interaction, the entire premise falls flat. The decision needs to be made randomly, not commercially. If it feels like the outcome was rigged to showcase the product, you lose credibility. This is especially important for brands in sensitive niches, like wellness or health, where trust is paramount. Caraway does a great job of showing genuine use in their ads; you need to achieve that same genuine trial here.

Finally, don't just run one variation and expect magic. This format, like any other, requires continuous testing and optimization. Test different creators, different game rules (e.g., best of three, sudden death), different product call-outs, and different lengths. What worked for Poppi last month might not work next month. The TikTok algorithm is constantly evolving, and user preferences shift. If you're not consistently iterating and testing 5+ creative variations per week, you're leaving performance on the table. This isn't a one-and-done; it's a creative flywheel.

Here's the thing: I get a lot of questions about this Rock Paper Scissors format, and for good reason. It looks simple, but there's nuance. You're probably thinking, "Can any product use this?"

Can this hook work for non-consumable products? Absolutely, yes, but you need to be creative with the 'trial' or 'consequence.' For example, for a home goods brand like Caraway, the loser could have to use a specific product for a week and report back, or the winner gets to choose the next colorway released. The key is to make the product interaction feel like a playful obligation or reward.

Does this work outside of TikTok? Primarily, this hook shines brightest on TikTok due to its emphasis on authentic, short-form video and game-like content. While you could try it on Instagram Reels or YouTube Shorts, the native feel and virality potential are significantly higher on TikTok. Other platforms might perceive it as too frivolous or out of place, impacting engagement.

How many creators should I use in one ad? Most successful Poppi ads feature two creators. This creates a clear dynamic for the Rock Paper Scissors game. While three can work, it can sometimes make the video feel a bit more cluttered and harder to follow in the crucial first few seconds, potentially impacting your hook rate. Stick to two for optimal clarity and engagement.

Will this dilute my brand's seriousness or premium perception? This is a common concern, especially for premium or high-ticket items. The answer is: not necessarily, if executed correctly. The goal isn't to make your brand silly, but relatable and accessible. For brands like Eight Sleep, you might focus on a more subtle challenge, perhaps around a 'wellness' routine, rather than a raw product trial. It's about finding the right balance for your brand's specific tone and audience.

How long should these ads be? To maximize performance on TikTok, aim for 15-30 seconds. The initial Rock Paper Scissors game should happen within the first 3-5 seconds to capture attention, and the product interaction should follow immediately after. Longer videos risk losing viewer interest, especially on a platform known for its rapid consumption. Keep it punchy and to the point.

What's the best CTA for these ads? Given the nature of the hook, a softer CTA often performs better than an aggressive "Shop Now." Consider something like "Tap to discover the flavor!" or "Ready to try? Link in bio!" You can also use TikTok's native features like product links directly in the video. The goal is a gentle nudge, not a hard sell, maintaining the low-commercial-intent perception.