"Press for Bubly": Hydrating Dry January Participants with a Sparkling Twist
As Dry January gains momentum, PepsiCo's sparkling water brand, Bubly, is shaking up the sober challenge with its innovative "press for bubly" button. Leveraging LTE and GPS technology, this limited-run novelty offers a chance to win a year-long supply of Bubly, encouraging participants to stay committed to their alcohol-free goals.
Quenching Thirst, One Button Press at a Time: In a bid to support Dry January participants, Bubly introduces the "press for bubly" button, a clever play on the viral "press for champagne" trend. With the promise of free Bubly for a year, this limited-run novelty leverages GPS and LTE technology to deliver sparkling water directly to consumers at the push of a button. As 50 lucky winners in New York, Los Angeles, and Chicago have the opportunity to secure this unique device, Bubly aims to provide a refreshing alternative during the month-long sobriety challenge.
Seizing the Dry January Opportunity: While the commitment to Dry January typically wanes after the first ten days, with nearly one in ten participants giving up by January 3, Bubly recognizes the growing participation in this alcohol-free challenge. Last year, over 260 million Americans pledged to participate, presenting a significant market opportunity. Bubly's "press for bubly" button not only aligns with Dry January but also taps into health-focused New Year's resolutions, offering a better-for-you option with zero calories and no artificial flavors or sweeteners.
How the Button Works: The "press for bubly" button operates by pre-programming each winner's delivery and contact information into the product. When the button is pressed, a signal is sent to partner Fooji, responsible for fulfilling the order. Winners in New York, Los Angeles, and Chicago can receive a total of 52 8-packs of Bubly, ensuring a year-long supply to keep them refreshed throughout the challenge. Each delivery triggers an email confirmation, creating a seamless and engaging experience for the lucky recipients.
Bubly's History of Creative Marketing: Bubly, introduced by PepsiCo in 2018, has a track record of creative marketing efforts, including a memorable Super Bowl advertisement featuring Michael Bublé and a Pride month campaign advocating for LGBTQ+ safe spaces. The "press for bubly" button adds another layer to the brand's innovative approach, capturing the spirit of Dry January while offering a playful and exciting way to stay hydrated.
Industry-Wide Dry January Initiatives: Bubly joins other brands in capturing the Dry January hype, demonstrating how marketers are adapting to potential declines in alcohol sales during this period. Brands like Samuel Adams and Hendrick's Gin have launched campaigns encouraging consumers to participate in Dry January while maintaining engagement through innovative and socially conscious initiatives.
"Press for Bubly" emerges as a refreshing and interactive campaign that not only supports Dry January participants but also positions Bubly as a brand committed to engaging its audience with creative and thoughtful marketing. As the "press for bubly" buttons find their way into the hands of lucky winners, Bubly invites everyone to press for refreshment and embrace a sparkling twist on the Dry January challenge.