Bubly holiday campaign stars Michael Bublé and The Elf on the Shelf

Sparkling beverage brand Bubly is teaming up with holiday icons Michael Bublé and The Elf on the Shelf for its festive new campaign.

The campaign asks Canadians a simple question: is it music or magic that signals the start of the holiday season?

With Bublé and The Elf on the Shelf representing both sides of the debate, the campaign will come together through a series of festive content and “holiday moments.” 

"Bubly is all about creating moments that crack a smile, and the holidays are full of them. Whether it's gathering with family and friends over food and drinks or celebrating favourite traditions, teaming up with Michael Bublé and The Elf on the Shelf felt like a fun way to celebrate traditions that get Canadians into the holiday spirit and let them have a say in what officially kicks off the season," said Sean Cauterman, marketing director, growth brands, PepsiCo Canada, in a press release.

From Nov. 3 to 8, Canadians can visit Bubly Canada's Instagram and TikTok channels to cast their vote on what they believe officially signals the start of the holiday season. Voting runs through Nov. 9, when Bubly will reveal the results.