PepsiCo’s Bubly brand is gearing up to revolutionize the sparkling water market with its latest innovation, Bubly Burst. In response to consumer demands for a sparkling water option that offers more flavour and excitement, Bubly Burst is set to hit shelves with six enticing variants, including peach mango, tropical punch, and triple berry. What sets Burst apart is its zero added sugars and low-calorie content, addressing concerns about the trade-off between sweetness and healthiness commonly associated with soda alternatives. With its launch on March 25, Bubly Burst aims to capture the attention of consumers who find traditional sparkling water options lacking in flavour and appeal.
To introduce Bubly Burst to the market, PepsiCo has orchestrated a vibrant advertising campaign across various platforms, including social media, digital channels, TV, and out-of-home displays. This campaign aims to unite Burst with the core Bubly line, presenting the product as an energetic addition to the Bubly family. With creative direction from agency ODD and production handled by Direct Focus, the ad campaign positions Bubly Burst as the star, emphasizing its role in transforming the sparkling water experience. Todd Kaplan, CMO of Pepsi and sparkling water, expresses optimism about the potential of Bubly Burst, stating, “I firmly believe Bubly could be our next million-dollar brand if we really get after it in the right way.”
Kaplan's confidence stems from Bubly's existing success within the sparkling water market. Since its launch in 2018, Bubly has steadily gained traction, becoming a leader in both brand awareness and preference, according to Kantar's 2023 Brand Mind Share report. However, recognizing the evolving preferences of consumers, Kaplan emphasizes the importance of adapting to meet their desires for subtly sweetened beverages. This insight led to the development of Bubly Burst, which incorporates 1% real fruit juice to provide a hint of sweetness while maintaining the refreshing qualities of sparkling water.
Bubly's success is attributed not only to its innovative products but also to its distinct personality and branding. Kaplan highlights Bubly's playful packaging, characterized by bright colours and smiley face iconography, which sets it apart from competitors with more conventional designs. This sunny disposition extends to Bubly's social media presence, where creative campaigns engage consumers in interactive and entertaining ways. Bubly Burst builds upon this established identity, maintaining continuity in visual identity while offering a more vibrant and lively version of the original Bubly experience.
Innovation is a key focus for PepsiCo, especially in response to the competitive landscape shaped by rivals like Coca-Cola. With Coca-Cola's recent introduction of Coca-Cola Spiced, both companies are vying for consumer attention in the evolving beverage market. As consumers increasingly prioritize healthier options, zero-sugar and better-for-you beverages have become focal points for marketing efforts. Bubly Burst aligns with this strategy, offering consumers a flavorful yet guilt-free alternative to sugary sodas.
PepsiCo aims to leverage its expertise in brand development and marketing to propel Bubly Burst to success. Kaplan underscores the company's commitment to innovation and consumer-centric offerings, recognizing that growth opportunities lie in both emerging beverage spaces and established categories. With Bubly Burst poised to make a splash in the sparkling water market, PepsiCo continues to demonstrate its agility in meeting the evolving needs and preferences of consumers. As Kaplan aptly summarizes, “A lot of our growth is going to come from new spaces that are emerging in the beverage space, as well as going a bit deeper in the spaces where we do play.”
