Pop superstar and secret vandal Michael Bublé often wears a magic marker when he goes to the grocery store – the better to modify Bubly’s cans, replacing the “y” at the end with an “e” so that the product becomes its namesake.
The Canadian singer confessed to his brazen (and victimless) crimes during Tuesday’s announcement of a deal between Bubly and SodaStream, with six Bubly-branded flavors now available to add sparkling water to the gadget.
“I wear a mask,” to be sure of Covid, he said at a virtual press rally in the afternoon. “So maybe nobody knows it’s me.” But I’ll write about Bubly cans in stores.
Call it life imitating art.
Bublé who started to playfully degrade Bubly packages Super Bowl 2019 Announcement, stars in a 30-second spot for the Bubly x SodaStream partnership, which extends the joke for several years until 2021.
Thought this would be a great awesome Super Bowl commercial, had no idea three years later I still would
Bublé, according to the new work, still cannot separate his name from the Bubly line. Introducing the new flavor-drops product, Bublé repeatedly mispronounces Bubly – “booh-blay” instead of “bubbly” – as one exasperated director calls “cut”.
In a conversation with Adweek, Bublé said that making fun of her unique last name has “always been a part of marketing” since the start of her career. He was “so in love” with the initial advertising concept of Bubly of Goodbye Silverstein & Partners that he is happy to continue playing.
“I thought this would be a great, awesome Super Bowl commercial,” he said. “I had no idea that three years later I still would. It’s been so much fun, and it’s all done with self-defeating humor.
The new ad, which launches Wednesday, touts the first North American co-branded project between SodaStream and Bubly, brothers and sisters of the PepsiCo family. Bryan Welsh, general manager of the US division of SodaStream, said he believes the collaboration will give existing customers a “chance to experiment and have fun” and attract potential new buyers.
“If anyone has been hesitant to buy the platform, that gives them a reason to try it,” he said. “We believe this will strengthen the business.”
SodaStream has an existing line of fruit-drops, but Welsh said the Bubly product will provide “greater variety” for consumers who want to personalize their drinks. Bubly Drops is rolling out across a mix of traditional retail (Target) and e-commerce (Amazon) platforms.
Harnessing demand for fewer calories and less plastic
The healthy water industry is booming, he said, with 84% year-over-year growth in sparkling water manufacturers and a 21% increase in drinks on the market, driven by demand from health conscious consumers during quarantine.
Having a few points of differentiation, like customizable flavors, is essential. (A six pack of Bubly Drops includes mango, grapefruit and lime, with no calories, sweeteners or artificial flavors). “Consumption at home has never been higher,” he said, “and people are looking to have a little fun” with their everyday products.
Sustainability is even more central to consumers’ concerns, he said, with the use of SodaStream replacing 8 billion plastic bottles in 2020. The Israeli company, acquired by PepsiCo in 2018, often relies on its ecological message and made it the centerpiece of its Super Bowl 2020 Announcement with beloved scientist Bill Nye and astronaut Alyssa Carson. Despite the popularity of the spot, dubbed “Water on Mars”, executives say the brand will not be playing big again this year.