With the help of Michael Bublé, PepsiCo asked us to amp up awareness of bubly during Super Bowl LIII. We were challenged to create a social campaign that would surround the ad.
We decided to create a fun bubly vs. Bublé competition, asking audience members to pick a side.
Michael Bublé to “took over” our social channels and defended his pronunciation of the sparkling water.
PR: Michael Bublé partnered with Ellen to play out her classic in-ear prank where bubly was introduced to customers.
We collaborated with GIPHY to create a series of GIFs fan could use on Super Bowl Sunday. We then used these GIFs to respond to fans real-time during the game.
In key markets, we released limited edition bublé packages.
The following day, bubly and comedian Aparna Nancherla partnered to strike back and show Michael how to correctly pronounce bubly.
Leading up to the Super Bowl, we created a series of fun short teasers for the new flavors.
