bubly launch campaign

Bubly, the sparkling water brand, successfully broke into the sparkling water category by partnering with a set of celebrities and social media content platforms to drive a mobile led campaign that engaged US consumers.

Campaign details

Brand: bublyLead Agency: OMDRegion: North America

Objective

The Sparkling Water category experienced a 20% sales increase in 2017, becoming a ~$2B US industry by 2018. With millennials seeking out a brand that felt as fun, colorful and playful as soda, PepsiCo launched bubly, a sparkling water offered in a variety of natural fruit flavors with no calories or sweeteners.

As a new player to the space, bubly not only had zero brand awareness, but it was also up against market leader La Croix. While La Croix maintained a retro "cool factor," it lacked...

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