Pink can of Bubly sparkling water with a smile
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PepsiCo gave the task of capturing millennials with an emotionally relevant brand that is grounded in the fun and playful positivity of soda to destroy their competition, La Croix.

Description

Launching a new product in a highly competitive category meant that the brand had to tap into something deeper than product formulation or benefit. Analyzing cultural trends brought the opportunity for the brand to come to life and gave dimension to a target consumer, Generation Play. We clarified the role for the brand to play in the lives of Generation Play with a shared belief that every moment can be a moment for fun, if you let it happen. Therefore, we created a sparkling water brand that gives consumers the ability to crack a smile. As one of the Creative Directors on the team, I was responsible for collaborating to conceive the name Bubly and creative strategy. In addition, I crafted and directed the brand idea, identity, visual system, and iconic smiles that are unique to each of the eight original flavors.

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Credit

Creative Direction

  • Antonio Moton,
  • Augustus Cook,
  • Rigby,
  • AJ Hassan

Design

  • Mike Wilgus,
  • Blas Madera

Verbal Design

  • Jennifer Vano,
  • Corey Lewis,
  • Andy Green

Strategy

  • Brian Meyers,
  • Kathryn Worthington

Project Management

  • Christina Hemsworth,
  • Amanda LaBonar

Production

  • The Mill,
  • Giphy/Giphy Studios
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