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bubly
Creating a sparkling new success
Making a bold entrance into the crowded sparkling water party
The Challenge
As soda sales fizzled, sparkling water was exploding, becoming the beverage of choice for a new generation of consumers.
Pepsi knew they couldn’t afford to sit on the sidelines. They needed more than just another sparkling water entrant; they needed a provocative brand with a bold personality that could capture not just category share, but consumers’ hearts, minds, and thirsts.
What We Did
Trends
Brand Positioning
Launch Strategy
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The Success
We uncovered the need for "playful positivity," and crafted the positioning that made bubly the most joyful brand in sparkling water.
From its playful name to its vibrant color palette, cheeky personality and bold flavors, every element of bubly radiates joy. The impact? bubly didn’t just enter the sparkling water aisle; it vaulted past competitors and is now racing toward billion-dollar brand status.
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