Bubly Sparkling Water, or simply Bubly, is a line of flavoured sparkling water distributed by PepsiCo. Distribution of the product first began in February 2018, with eight flavours introduced as part of the initial line-up. The brand is aimed at competing in the growing market for healthier alternatives to traditional soft drinks, primarily against other sparkling water brands such as La Croix.[1]
Product
Bubly is available for purchase in 12 oz. cans or 20 oz. bottles, with packaging that contains a personal message on the bottle and a greeting printed on the tab or cap. All varieties of bubly are sugar-free and claimed to contain no artificial sweeteners, composed only of sparkling water and natural flavours.[2][3] The initial line-up of bubly consisted of lemon, lime, orange, grapefruit, strawberry, apple, mango, and cherry flavours. However, the brand has since expanded to include blackberry, peach, raspberry, cranberry, pineapple, passionfruit, watermelon, coconut-pineapple, blueberry-pomegranate, white-peach-ginger varieties. An unflavoured version, under the name "justbubly" is also available.[4]
In 2021, a line of caffeinated sparkling water drinks was introduced under the name bubly bounce, each containing 35 mg of caffeine. Bubly bounce is produced in mango-passion fruit, blueberry-pomegranate, triple-berry, citrus-cherry, and blood orange-grapefruit varieties.[5] In 2022, Bubly introduced the limited-edition Belini Bliss flavour, their first mocktail offering.[6] In 2023, Bubly introduced a line of dessert-inspired sparkling waters, comprising orange cream, key lime pie, and lemon sorbet flavours.
In March 2024, PepsiCo introduced a new Bubly Burst line of beverages, which contain fruit juices that provide a stronger flavour and colour than their regular counterparts. Unlike the standard Bubly range, burst drinks are only available in 16.9oz plastic bottles.[7]
Availability
Bubly was first launched in the United States and Canada in February 2018. In May 2023, PepsiCo expanded the brand into the Australia and New Zealand market.[8]
Advertising
Bubly aired a commercial starring Canadian singer Michael Bublé during Super Bowl LIII in 2019, in which the singer repeatedly pronounces the beverage's name like his own (boo-BLAY) rather than as "bubbly", much to the chagrin of a store's clerk.[9][10] Bublé would appear in subsequent advertising campaigns for the beverage, particularly in his native Canada,[11][12][13] and PepsiCo first released a special "Merry Berry Bublé" flavor for the holiday season in 2021.[14]
