Lead Agency: OMD
Region: North America
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 personality. bubly's colorful packaging, witty tabs and cans (featuring sayings like "hiya" and "hold cans with me") helped set it apart on-shelf, but it needed to devise a standout challenger strategy to break through the clutter and establish a connection with Millennials. This connection required a deep understanding of behaviors and how to speak to this audience in a differentiated way.