Bubly is leaning into nostalgia
for the 2000s to hype the return of its seasonal apple flavor.
The PepsiCo flavored sparkling water brand teamed up with Nelly’s Apple Bottom Jeans on a co-branded package combining the
beverage with apparel from the denim brand known for apple-shaped back pockets.
A campaign video showcases the promotion, complete with
a "denim-wrapped" Bubly can, and a version of the jeans with green detailing reading “Apple Bubly” stitched to back pockets the brand says are “designed to hold a can of
Bubly.” There’s also a themed tank top, keychain, mini denim clutch, and iron-on patch. The Apple Bubly Jeans bundle is available for $79 for a limited time via a microsite on Apple
Bottoms’ website.
advertisement
advertisement
Bubly launched the campaign on its social channels last Thursday.
The brand also released a branded, fall themed-remix of the mega-hit “Low.” The
debut single by rapper Flo Rida, featuring rapper and singer T-Pain, who also produced the track, “Low” features the line “Shawty had them Apple Bottom jeans, boots with the
fur” during its chorus. (The last word is reimagined in the brand’s version as “fizz”).
Bubly’s use of the track leans into both nostalgia for that era, and
Internet meme culture, with the song given a variety of reimagined takes as “Apple Bottom Jeans” on social channels like TikTok.
The brand is far from the first to make use
of the track in its marketing efforts. A 2020 ad campaign for the grocery store chain Kroger helped spark the meme, according to Supermarket News.
The social-media-focused campaign also includes paid
promotion across social channels, and a dedicated campaign microsite, as well as an influencer marketing component centered around millennial influencers.