- Pepsi has launched a new lightly sweetened sparkling water brand called bubly burst.
- The new offering includes six sugar free flavors: Triple Berry, Peach Mango, Watermelon Lime, Pineapple Tangerine, Cherry Lemonade and Tropical Punch and the packaging is 100% recycled PET single serve 16.9oz bottles. The product shares the same fun and playful elements of the branding with its own distinction, greetings on bottle caps.
- bubly will kick off a 360-degree integrated campaign to drive awareness of the new product line. This includes TV, social, digital and ecommerce support.
In 2018, PepsiCo entered the sparkling water category with the launch of bubly sparkling water.
Since then, the category has grown substantially and is expected to grow 10.66% by 2028. This new line of bubly burst allows the brand to expand its offering to a younger audience with more playful packaging, a slightly sweeter taste and sustainable packaging, which is very important to younger consumers.
“As the category has become more mainstream, new consumers are coming into the space looking for solutions that have a stronger and slightly sweeter taste than a typical sparkling water, while maintaining many of the same credentials that the sparkling water category is known for today,” said Todd Kaplan, chief marketing officer at Pepsi and Sparkling Water, in a statement shared with Brand Innovators. “We are confident in the strength of the bubly brand to stretch into this new space, providing consumers with the same fun and playful energy they love and have come to expect from bubly.”
