• by Teresa Buyikian , Yesterday

A new campaign for a retro-inspired sparkling water taps into Y2K nostalgia, along with era-appropriate celebrity and content creators. 

Melted Ice Pop is the newest addition to Bubly’s line of sparkling waters, its flavor inspired by the classic summer red, white and blue popsicles with a blend of cherry, lime and raspberry flavors.

To promote the new flavor, the brand tapped millennial heartthrob actor Chad Michael Murray, best known for his stint on the 2000s drama series “One Tree Hill” and film roles in such films as “A Cinderella Story” and “Freaky Friday.”

Murray stars in a :90 social spot, seen here, alongside creator and podcast host Erin Miller, who rose to popularity with her Y2K-pop-culture-laden skits. The spot, set to the hit 2005 track "Dirty Little Secret" by The All-American Rejects, opens on Miller seated at her vanity in her childhood bedroom, daydreaming about her summer crush Murray. She is suddenly transported to a luxurious home, where Murray is seen playing basketball in the driveway. He quickly loses all interest in shooting baskets once he notices Miller on the home’s steps, and then turns to sexily chopping wood, wiping the sweat off his face with his shirt as Miller watches, drooling, while they both drink cans of Melted Ice Pop. As Murray leans in for a kiss, Miler suddenly snaps back to reality, returning to her childhood bedroom, her walls plastered with teenage heartthrob posters of Murray 

“Bubly Melted Ice Pop was made to tap into the kind of nostalgia that instantly takes fans back — to freezer pops, first crushes and the summer daydreams they still remember,” said Katelyn Meola, brand marketing director for bubly sparkling water, in a release. “Partnering with Chad as the ultimate millennial heartthrob energy and Erin for her relatable Y2K nostalgia creates a playful rom-com daydream that captures exactly what this refreshing flavor is all about: bright, nostalgic fun for the summer.”

The brand has also released a limited-edition product bundle, the Melted Ice Pop Y2K Summer Kit, to commemorate the flavor, which is exclusively available at Walmart. The kit includes: a digitally signed, teen magazine-style poster of Chad Michael Murray, charm anklet, 8-pack of bubly Melted Ice Pop and other summer items such as  an inflatable cooler, beach towel and tote. Beginning June 25, the kit will sell for $20 and be available while supplies last.