Poppi founder Allison Ellsworth built a $2 billion beverage brand in five years by prioritizing brand over metrics, leveraging TikTok before competitors, and staying culture-obsessed. She reveals how a $500M revenue threshold triggered a Pepsi acquisition, the real cost of Super Bowl ads, and why 10-15% product improvements beat niche positioning. Allison launched Poppi with intentional brand-first positioning, spending $70M+ across marketing, Super Bowl ads, and creator partnerships rather than chasing profitability, which fueled rapid growth from $3M to $500M+ in revenue within four years.