As sales of traditional sodas slowly flatten, Pepsi is diversifying with a new line of sparkling waters that challenge rising stars like LaCroix and established brands like Perrier.
Bubly, which offers eight fruit-based flavors with all-natural ingredients and no calories, was introduced via spots during the recent Academy Awards broadcast. Packaging graphics have a youthful and playful feel: bright colors, entirely lowercase type, whimsical messages such as “Oh Hi” and “Hey U” and “Hold Cans With Me”, and a lighthearted approach to the flavor names.
“We created bubly to provide consumers with a great-tasting, flavorful, unsweetened sparkling water in a fun, playful, and relevant manner …” said Todd Kaplan, Vice President, Water Portfolio – PepsiCo North America Beverages. Creative credits go to PepsiCo design and R/GA.
