Bubly the colorful flavorful sparkling water that's new and mighty, but why isn't it in the sparkling water argument...
Ask
Insight
Connect Bubly's Brand Identity to target audience
Millenials and Gen Z don't drink sparkling water
Gen z needs content for their social media
Cans with landmarks that align together
Strategy
Execution
Ask
You are Gen Z and you're feeling a bit thirsty while wondering through your local convenience store. What drink are you picking? Juice, soda, or tea? Why not sparkling water? How can we make Bubly your first choice.
Client
Bubly is seen as a colorful, pop music, and child-like brand. The last drink kids and teenagers are picking up off the shelf is sparkling water. Where's the disconnect?
Discovery
Gen Z & Millenials aren't choosing sparkling water
Insight
Millennials and Gen Z are choosing almost any other drink besides sparkling water. What do sodas, juice, and teas have that sparkling water doesn't?
Finding The Solution
In the Focus group taste test, the group mentioned that these drinks feel more luxurious compared to Bubly.
Lastly, in the focus group was to take numerous pop culture characters and have the group match those up with the brands of sparkling water to get a brand identity.
Bubly had cartoon characters and actors that acted in a majority of comedy films and shows.
The Target
The health conscious Millennial or Gen Z that has a thirst for adventure and healthy drink options
The Execution
Everyone know that Gen Z and most Millennials are all over social media. Well let's give them some content.
Now Bubly consumers will have the opportunity to show their followers their latest travel destination with cans with landmarks on them that when standing in a specific distance can be matched up.
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Credits
Strategy & Creative Director
Creative Director & Copywriter
Art Director
Account Manager
Tony Ward
Noah Marcinczyk
Grace Knicely
Jake Cohen