Bubly's 'press for bubly' button keeps Dry January participants refreshed and hydrated

Article Brief: 

PepsiCo's Bubly, a brand of sparkling water, aims to support consumers in achieving their Dry January objectives with a special "press for bubly" button that will provide free Bubly for a whole year, as per a press release.

The new novelty button uses LTE technology to give away free Bubly to consumers who push it. 50 buttons are available, and consumers in New York, Los Angeles, and Chicago can enter to win through an online sweepstakes until Jan. 31. In addition, one-thousand entrants across the country will receive an offer for a free 8-pack of Bubly. This marketing move adds the company to others looking to take advantage of Dry January and comes as more people participate in the alcohol-free challenge.

Article Insight: 

Despite the challenges, Dry January presents an opportunity for marketers, as 15% of U.S. adults, totaling over 260 million Americans, pledged to participate in the alcohol-free month last year. While the average commitment lasts only 10 days and nearly one in ten give up by Jan. 3, PepsiCo’s Bubly is stepping in to support consumers by offering the chance to win a year-long supply of sparkling water.

The "press for bubly" button, inspired by the viral "press for champagne" social trend, uses GPS and LTE technology to send free Bubly directly to consumers who press it. Each winner's delivery and contact information will be pre-programmed into the product beforehand, and when the button is pressed, a signal will be sent to partner Fooji, who will fulfill the order. New York, Los Angeles, and Chicago-based winners can each receive a total of 52 8-packs of Bubly and will get an email confirmation for every delivery.

Bubly was introduced by PepsiCo in 2018 as a zero-calorie, no artificial flavors or sweeteners alternative. The brand's latest marketing effort could attract not only those avoiding alcohol in January, but also those committed to health-focused New Year's resolutions. Previous marketing activities from Bubly included a Super Bowl commercial featuring singer Michael Bublé and a 2022 Pride month campaign promoting LGBTQ+ safe spaces.

In addition to Bubly, other brands have also aimed to capitalize on the current trend of alcohol-free living, especially alcohol companies seeking to sustain their business during a potentially slow sales period. For example, Samuel Adams introduced a social media campaign called "Due Date, Brew Date" timed for Dry January, which encourages individuals with pregnant partners to also refrain from drinking, while promoting the brewer's non-alcoholic Just the Haze beer. Furthermore, Hendrick's Gin started the month with a "Hendrick's Gym" concept to educate gin enthusiasts on cocktail-making skills during the sober period.