Project: bubly, Crack A Smile
PepsiCo partnered with us based on a simple brief: “The sparkling water space is booming. We’ve created a naturally flavored water. Now we need a brand.”
But as we researched we quickly realized that, although the space was indeed booming, it was a bit... boring. From legacy players like Seagram’s, to cult favorites like La Croix, the options out there lacked an engaging personality and tone of voice. But for the 18-34 year old that PepsiCo hoped to target, personality and tone of voice was something they loved and looked for in brands.
So we started at the beginning with strategy, naming, visual and verbal design. And we knew PepsiCo wanted to go big with this brand— partnering with GIPHY.com, launching with a Oscar’s spot, launching at every major retailer, and and creating a social first campaign. We cracked open some cans of sparkling water and got to work.