In what seems an inevitable choice, PepsiCo’s Bubly sparkling water has hooked up with popular singer Michael Bublé for its Super Bowl ad.
In a teaser video (below) released today, Bublé is shown sitting near a store cooler, using a permanent marker to change the “y” in the logos on cans of Bubly to an “é.“
The ad’s theme: “Bublé vs. Bubly.” According to PepsiCo, the creative, from Goodby, Silverstein & Partners, depicts the singer as being convinced that the sparkling water brand was named after him — and brings in comedian Aparna Nancherla and others to convince him otherwise.
The ad will also serve to promote the debut of four new Bubly flavors (blackberry, cranberry, raspberry and peach), which join eight existing flavors.
Bubly’s launch has been a significant bright spot for PepsiCo amid its struggles to boost sales of flagship Pepsi and other legacy carbonated brands. The sparkling water’s retail sales are on track to exceed $100 million in its first year, the company reports.