PepsiCo talks Bubly’s expansion into soda category with Bubly POP
A new soda has been showing up on grocery store shelves.
Last month, PepsiCo Canada uncapped Bubly POP, the sparkling water brand’s first-ever expansion into a new category.
The soda, only available in Canada, comes in three flavours: berry, black cherry and lemon lime. And to mark the launch, Bubly called in the big guns: its Grammy-winning Canadian brand ambassador Michael Bublé. Bublé supported the Bubly POP campaign through a multi-phase social reveal that saw the singer-songwriter tease his followers with a “sweet secret."
“Bubly is one of the most-loved brands in Canada, and Bubly POP soda is the natural next step; a pop built for the moments that call for a little more flavour and just the right amount of sweetness, without the compromise,” Sean Cauterman, marketing director, growth brands, PepsiCo Canada, said in a press release. “We made Canada the first market in the world to launch this product because Canadian consumers have been telling us this is what they want.”
Canadian Grocer caught up with Cauterman to discuss the product launch.
PepsiCo referred to Bubly POP as the “natural next step” for the brand. Can you share more that?
Bubly has built a strong connection with Canadians through its sparkling water lineup by offering bold flavour, personality and refreshment in a way that feels approachable and fun. As consumer preferences continue to evolve, we saw an opportunity to bring those same brand qualities into a new space. Bubly POP soda is a natural next step—allowing us to expand beyond sparkling water while staying true to what Canadians already love about Bubly: great taste, a playful spirit and signature fizz. It is about giving fans another option for moments when they want a little more sweetness and flavour.
Can you tell me more about why you chose Canada as the first market to launch this product?
Canada was a very intentional choice for this launch. Bubly has strong brand equity here, and Canadians have shown a real appetite for beverage innovation that offers balance, flavour and variety. We have also heard directly from our consumers who love Bubly but want a little more—they want a beverage with more flavour and the right amount of sweetness. Launching Bubly POP soda in Canada first reflects both the strength of the brand in this market and the confidence we have in Canadian Bubly fans to adopt it first.
How does Bubly POP tap into consumers’ desire for low-sugar soda alternatives?
We know many people are looking for more choices in the soda aisle. They still want flavour and enjoyment, but they are also paying closer attention to the ingredients. Bubly POP soda was created with that in mind. It is made with three grams of sugar or less per 355 ml can, real fruit juice, and with no artificial colours. It offers a refreshing option for people who want a feel-good soda without sacrificing taste.
Can you talk about the partnership with Michael Bublé and why it continues to be “fruitful” for Bubly?
Our partnership with Michael Bublé has worked well because it feels authentic, playful and distinctly Canadian. There has always been a natural chemistry between Michael and the Bubly brand, starting with the lighthearted connection around the name and growing into something consumers genuinely enjoy engaging in. He brings humour, personality, and strong cultural relevance, qualities that make him a natural fit for the Bubly brand. For the Bubly POP soda launch, he was instrumental in generating excitement and curiosity in a way that was both entertaining and true to the brand voice.
What's next for Bubly POP following the launch?
Canadians are going to be seeing a lot of Bubly POP soda this summer with a comprehensive campaign across multiple channels.
Starting in late April, the campaign began to roll out in out of home channels across Vancouver, Toronto, and Montreal. Including a Skytrain takeover, TTC streetcars, a Union Station takeover, transit shelters and highway digital boards, among others.
On May 4, the campaign will scale up to a national level across social media and streaming, including YouTube, Netflix and Disney+.
On the experiential front, our sampling tour will run across the country starting in late May. We're hitting major regions including Ontario, BC, Saskatchewan and Alberta. The approach is twofold. We'll be at large music and food festivals where we can reach people in fun, engaged moments. We're also taking a more grassroots, guerilla-style approach with beverage carts in neighbourhoods—small events, exit sampling and street sampling.
We're also running paid influencer partnerships and supported social campaigns. The entire campaign is designed to meet people where they naturally are—out of home, at a festival or on their socials.
