PepsiCo Adds 'Bubly' to the Shelf
PepsiCo has unveiled its newest product, a sparkling water dubbed “bubly.”
The new brand is set to make its official media debut in a spot that will air during ABC's television broadcast of the 90th Academy Awards ceremony on March 9. Product began rolling out nationally this month in 12-ounce cans (eight- and 12-packs) and 20-ounce single-serve bottles.
The rollout comes one year after PepsiCo's launch of premium bottled water brand LIFEWTR, marking the company's increased commitment to the water category. It also reflects PepsiCo’s “Performance with Purpose” mission, one goal of which is to get at least two-thirds of its global beverage portfolio to 100 or fewer calories from added sugars (per 12-ounce serving) by 2025.
“When we looked at the sparkling water category, we saw an opportunity to innovate from within by building a new brand and product from the ground up to meet consumer needs,” said Todd Kaplan, vice president of the water portfolio for PepsiCo North America Beverage. “We created bubly to provide consumers with a great tasting, flavorful, unsweetened sparkling water in a fun, playful and relevant manner that is unlike anything we’ve seen in the sparking water category today.”
The brand's eight fruit flavors are made with no artificial flavors or sweeteners and contain no calories. The products feature bold, bright packaging with unique greetings on the tab (such as “Hey u,” “hiii,” and “yo”) and personal messages on the can ("I feel like I can be open around u,").
PepsiCo’s Performance with Purpose mission encompasses goals for sustainability, operating responsibly to protect the planet, and empowering people.
PepsiCo ranked fourth on CGT's list of the Top 100 Consumer Goods Companies of 2017.