• by Erik Oster , March 19, 2024

Pepsi’s Bubly brand is branching out with the launch of Bubly Burst, lightly sweetened flavored sparkling water. The product debuts nationally across grocery, gas and convenience stores, as well as online, with six initial flavors: Triple Berry, Peach Mango, Watermelon Lime, Pineapple Tangerine, Cherry Lemonade and Tropical Punch.

In an appeal to consumer demands for beverages with less sugar, Bubly Burst boasts that it contains “no added sugar,” and 10 grams of calories or less, while touting the “burst of fruit flavor” reflected in its brand name.

The brand is being sold in clear 100% recycled PET single-serve 16.9oz bottles  which reveal the colorful beverage contained within.

Bubly has been a bright spot for PepsiCo. In a statement, Pepsi CMO Todd Kaplan claimed that, since its launch, Bubly has quickly grown into the number-one sparkling water brand for brand awareness, and “most preferred sparkling water brand in the marketplace,” citing the Kantar Brand Mind Share 2023 Annual Report.

“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. ...That is what Bubly Burst is bringing to the table -- sparkling water with a delicious burst of fruit flavor,” Kaplan explained.

The multichannel campaign promoting Bubly Burst launches with a broadcast ad introducing the brand to audiences with a spot taking a simple, product-focused approach, while highlighting its “no added sugar, all smiles” selling point. Additional launch campaign components include social, digital and ecommerce support.

Leaning into the strength of an existing brand speak to a larger growth strategy for the company. On a recent earnings call with investors, Chairman and CEO Ramon L. Laguarta told an investor, “we're thinking about the broad portfolio, and our willingness to compete with innovation, with brand investment and with great execution.”

Laguarta also hinted at “a few big innovations and brand relaunches” for 2024, which the Bubly Burst launch certainly represents, adding, “We'll put a lot of investment there.”