Consumers snap and post everything else, so why not sparkling water? Pepsi has introduced bubly, a drink in brightly colored, happy cans with messages like “I feel like I can be open around u.”
Adding to the playful perkiness, the sparkling water boasts no artificial flavors, no sweeteners and no calories.
Bubly, which was announced in February, made its official TV debut during the broadcast of the Academy Awards in early March. It’s available in eight flavors — limebubly, grapefruitbubly, strawberrybubly, lemonbubly, orangebubly, applebubly, mangobubly and cherrybubly — in 12-ounce cans and 20-ounce bottles.
Todd Kaplan, a vice president at PepsiCo North American Beverages, calls bubly an “exciting addition” to the company’s lineup.
“When we looked at the sparkling water category, we saw an opportunity to innovate from within by building a new brand and product from the ground up to meet consumer needs,” Kaplan said. “We created bubly to provide consumers with a great-tasting, flavorful, unsweetened sparkling water in a fun, playful and relevant manner that is unlike anything we’ve seen in the sparkling water category today.”
The effort — a year after the launch of premium bottled water LIFEWTR — is in keeping with PepsiCo’s Performance with Purpose goals. The aim is that by 2025, at least two-thirds of the global beverage portfolio volume will have 100 calories or fewer from added sugars per 12-ounce serving.