Much like the blah of the category itself, bubly looked to liven things up for our fun-seeking, 18-34 audience by splashing on the scene as a playful instigator, turning ordinary, mundane moments into more fun.

Our brand promise was simple: bubly brings a little play into the everyday. Play doesn’t need to be scheduled. Play doesn’t stop when you’re an “adult.”

Our name “bubly” comes from bubbles, of course, but it also references our bubbly personality—confident, charming, lighthearted, and a bit mischievous.

Bubly sparkling water has no calories and no sweetners, so it’s all smiles. A personality that’s evident in everything from our pull tabs with greetings like “oh, hi”, “hey you”, “yassssss” from personality of our packaging the moment you meet.

All of which was in service of our campaign idea, bubly can make any ordinary moment one that gets you to “crack a smile”.

We were the first brand ever to launch on GIPHY.com. We we looked at the most popular keyword searches, cultural moments, days of the week and trending GIFs to create content specific to what people were already talking about.

On GIPHY.com, we introduced our playful personality, and instead of creating ads, our GIPHY content was our own digital language designed to get everyone to “crack a smile”.

Our personality played perfectly on social, where we created 1000 GIFs for people to use and share, partnered with the most GIPHed man, Neil Patrick Harris, went live with our flirty spot on the Oscars and on Ellen (with a little help from a Neil prank at retailer).

Taking the GIPHY content, we created fun breaks in our target’s feed with paid media on Snapchat, Facebook, Instagram and with Snapchat filters and lenses where you could share bubly GIFs with friends.

Within 72 hours #1 sparkling water brand on Amazon

Within 5 days over 1 billion earned media impressions

Within 4 weeks gained 35% of category sales growth*

Within 5 weeks 1.4 billion GIPHY views and counting

Across social media, people engaged with the brand, posting photos of the bubly tabs and can: “Who wouldn’t love sparkling water cans with cute and quirky notes on them?” and “I think my #bubly is flirting with me.” Evidence that our brand truly was able to bring a little play into the everyday. For a lot of people.

*Citing IRI scanner date, SIG's Pablo Zuanic said Bubly took an almost 5% share of US sparkling

water in the four weeks to 8 April; and the brand accounted for 35% of the sparkling category's year-on-year sales growth in the four-week period.