Campaign details

Brand: bubly
Brand owner: PepsiCo
Lead agency: R/GA, Giphy
Contributing agencies: Golin
Country: North America
Industries: Bottled waters
Media channels: Content marketing, Product placement, Search marketing, Social media
Budget: No budget

Executive summary

The sparkling water space was primed for a boom, but was filled with brands aimed at smaller, more niche targets. The aim was to develop a sparkling water brand that could disrupt a category with huge growth potential by winning over the masses of carbonated soft drinks (CSDs) buyers who were looking for a healthy alternative to add to their beverage repertoire. Our challenge: reach an audience new to sparkling water, and showcase a brand that appeals to a particular mindset, leading to ambitious sales goals and becoming entrenched in the category as the most relevant mass brand.