bubly sparkling water (PepsiCo): Bublé vs. bubly

bubly Sparkling Water, a carbonated water brand, expanded its presence within a fast-growing category and unleashed bubly's playful personality on the country's biggest stage with its Bublé vs. bubly campaign.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Marketing challenge

To expand presence within a fast-growing category and unleash bubly's playful personality on the world's biggest stage to become the most memorable name in sparkling water.

Methodology

Consumer interviews, social listening, quantitative/qualitative message testing and Google search/trend analysis.

Insight

Millennials dealing with adulting want an everyday sparkling water brand that felt as fun, colorful, and playful as soda.

Creative

For its 2019 Super Bowl debut, everything bubly did was with a laser focus on breaking up the mundane and getting consumers to simply 'crack a...

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