Ellsworth said how the brand started teasing the pop-up across its social channel about 10 days before opening its doors. The brand also launched an ecommerce site so people who weren’t in New York could buy the merch.

Ellsworth said that Poppi plans to take its pop-up on a tour, but declined to say where the tour will travel to.

In addition to the pop-up, Poppi is also using TV ads to promote its new cherry cola flavor, like running commercials during the NFL season.