‘Bubly? No, Bublé’: Michael Bublé stars in latest PepsiCo campaign via Eleven
Canadian jazz singer Michael Bublé stars in the latest campaign from Eleven for PepsiCo’s sparkling water, bubly.
Based off the same campaign in the US, the spot introduces the new no-sugar, no artificial sweetener, naturally flavoured drink to the Australian market in a humourous way.
Bublé is seen defacing the delivery truck and cans, unimpressed by the spelling of bubly, changing the ‘y’ to an ‘é’.
PepsiCo’s chief marketing officer, snacks and beverages, ANZ, Vandita Pandey, said the launch is a milestone for the brand.
“The launch of bubly marks the first time in our history of operating in Australia that we’ve launched a new beverage outside of its core brand,” she said.
“Bublé has been correcting our cans for over four years now, so we weren’t surprised when he followed them down under.”
ECD at Eleven, Russ Tucker, added: “It’s great to work with a brand with a sense of humour like bubly, with Bublé.”
As part of the campaign, The Live Agency has begun an experiential activation, with 15 defaced cans hiding in Coles, Woolworths and independent retailers across Australia. Consumers who find the defaced cans will go into a draw to win a meet and greet in Canada with Bublé.
Defaced cans can be found across Coles, Woolworths and indie retailers
Pandey added: “We thought to ourselves, if Michael is going to deface bubly, why not turn this into an opportunity for fans to win a meet and greet with him if they find one.”
The campaign has launched across Bublé’s social channels, and will also roll out across organic social and paid channels via Akcelo and PHD respectively. The Live Agency will manage activations across Australia for consumers to find the defaced cans.
Credits:
PepsiCo
Chief marketing officer: Vandita Pandey
Creative and earned media: Eleven
Social: Akcelo
Activation: The Live Agency
Media agency: PHD
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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