A year after rolling out its artistic LIFEWTR premium bottled water in the U.S., PepsiCo North America today announced another new bottled water brand.
bubly is a new sparkling water line that “combines refreshing and delicious flavors with an upbeat and playful sense of humor to shake up the sparkling water category while keeping it real with no artificial flavors, no sweeteners, and no calories.”
How the brand introduced itself on its new Instagram feed: “0 calories. 0 sweeteners. 7394.62 bubbles. approximately. introducing new bubly sparkling water in 8 flavors.” (Its hashtag: #CrackASmile.)
Having used the Super Bowl stage for a co-branded Mountain Dew and Doritos campaign to highlight product innovation and introduce new flavors (MTN DEW ICE and Doritos Blaze), bubly is set to make its official TV debut with two ads airing during the 90th annual Oscars broadcast on ABC on March 4.
The TV campaign is designed build excitement for the entire bubly portfolio of products while bringing to life the fun personality of the brand, with its smiley packaging and text message-like greetings on the pull-tab.
Available across the U.S. starting this month, bubly is available in eight crisp flavors that are as fun to say as they are to drink: limebubly, grapefruitbubly, strawberrybubly, lemonbubly, orangebubly, applebubly, mangobubly and cherrybubly.
Each bubly flavor features bright, bold packaging, unique smiles for every flavor, and comes with its own witty greeting on the tab (like “Hey u,” “hiii,” “oh hi” and “yo”) and personal messages on the can (such as “I feel like I can be open around u,” “hold cans with me,” and “love at first phssst”), for maximum enjoyment and smiles.
Taking on LaCroix (and to a lesser extent, Diet Coke’s fruity rebrand) with a variety of ready-to-drink packaging options, bubly will be available in 12oz. cans (eight and 12 packs), as well as 20oz. single-serve bottles – “perfect for every consumer lifestyle and occasion.”
As PepsiCo notes in a press release, “the introduction of bubly comes just one year after the launch of PepsiCo’s premium bottled water LIFEWTR, and further validates the company’s commitment to its water portfolio. This is also a direct reflection of the organization’s Performance with Purpose goals, one of which is that at least two-thirds of the global beverage portfolio volume will have 100 calories or fewer from added sugars per 12oz serving by 2025.”
“When we looked at the sparkling water category, we saw an opportunity to innovate from within by building a new brand and product from the ground up to meet consumer needs. We created bubly to provide consumers with a great-tasting, flavorful, unsweetened sparkling water in a fun, playful, and relevant manner that is unlike anything we’ve seen in the sparkling water category today,” said Todd Kaplan, Vice President, Water Portfolio – PepsiCo North America Beverages.
“This is an exciting addition to our PepsiCo portfolio, which is why we’re committed to make bubly one of our biggest product launches to date and are introducing the new brand to the world during the Academy Awards.”