PepsiCo’s Bubly brand has taken the market by storm with this year’s juicy, carbonationless sparkling drinks. Bubly was born as a way for Pepsico (NASDAQ:PEP) to demonstrate that it can innovate and create refreshing beverages which consumers love-which can be served alone or as complements to other great eating experiences. Driven by its happy images, fresh taste as well as a wide selection of tastes, Bubly has steadily built up good word of mouth since launch. But its alliance with SodaStream Technology, Ltd., the company that produces home carbonation systems for consumers all over the world, has further extended its influence in this category to a whole new level.
The collaboration not only benefits both brands and their consumers but also dovetails with the increasing consumer demand for customization, convenience, and sustainability. Read on to find out how Bubly’s partnership with SodaStream is helping to reshape its brand strategy, interest new audiences, and make its drinks more accessible than ever.
Why Bubly Needed a Sparkle Boost
Before discussing the impact of the Bubly-SodaStream collaboration, let’s consider why this partnership made sense. While Bubly had carved out its niche in the competitive sparkling water category with its fun and approachable branding, it faced two challenges:
- Heavy Competition: The sparkling water market is saturated with big players like LaCroix, Perrier, and San Pellegrino. Standing out required more than just good flavors.
- Evolving Consumer Trends: The modern consumer craves more than static choices. They’re looking for products that match their fast-paced, customizable lifestyles while being eco-conscious.
By partnering with SodaStream, Bubly found the perfect opportunity to address these challenges.
What Is the Bubly x SodaStream Partnership?
It’s carbonation appliances turn tap water into homemade seltzer. To change still H2O into a fountain of tiny bubbles, SodaStream systems work together with users themselves ro transcend mere functionality.
As for the Bubly x SodaStream collaboration, “bubly drops” is the product-a liquid concentrate with which anyone can make Bubly’s signature flavours like Lime, Grapefruit or Strawberry in their own kitchens. These drops might just have an environmental advantage over ready-to-drink cans of sparkling water -if they can be bottled up at home at will.
Now let’s see what this alliance brings to Bubly in terms of the strategic impact it has had on their market presence.
Expanding Bubly’s Reach with Sustainability
Furthermore, partnering with SodaStream allows Bubly to become more attractive to sustainability-minded shoppers. Yet another reason why packaged and canned beverages are increasingly being singled out as a threat to the environment is because of waste from them.
With their bubly drops, customers can stop purchasing single use cans of carbonated water. On average, one bottle of bubly drops flavors up to 12 liters of water which saves packaging and packaging materials. For sustainability-minded shoppers accustomed to reducing their carbon footprint while still enjoying the products they love, this suits perfectly.
Beyond giving Bubly a brand that looks good (fashionable if you will!), the eco-angle also broadens its appeal to all those who buy brands these days based equally and far more importantly on their overall impact as on what flavor they taste.
Riding the Customization Wave
Personalization has become a key driver in consumer behavior, especially among younger peoples like millennials and Gen Z. People love choices that they can make their own things.
SodaStream’s app-powered devices, as well in that you can change the carbonation level of your soda water, is a great example of this trend. Now, Bubly fans can adjust fizz levels, mix flavors, or even combine smaller drops together to make imaginative drinks. For instance, how about Lime and Mango. What a delightful tropical refreshment.
The freedom to control and customize in this way is what helps Bubly preserve its brand status in modern living.
Leveraging Soda Stream’s Established Audience
Through this partnership, Bubly also taps into Soda Stream’s already loyal user base. Soda Stream enjoys global recognition and trust for enabling affordable, eco-friendly carbonation solutions. By integrating with an existing ecosystem of happy, dedicated Soda Stream users, Bubly benefits from instant visibility and the opportunity to convert these households into brand advocates.
This collaboration is particularly advantageous as it provides access to segments of the market that may not have previously considered Bubly in their weekly groceries or beverage selections.
Strengthening Bubly as a Lifestyle Brand
Bubly adds something unique to its portfolio by embedding itself in Soda Stream’s at-home lifestyle proposition. Whether customers are creating endlessly customizable drinks for parties or turning hydration into a daily self-care ritual, Bubly cements its presence as more than just a drink brand. It becomes part of a holistic beverage experience.
This partnership also provides Bubly the potential to become synonymous with entertaining and hospitality. Hosting a summer BBQ or a cozy movie night? What better way to wow guests than with personalized, Bubly-inspired sparkling drinks?
Reinforcing Bubly’s Convenience
Convenience remains a key selling point for the partnership. A single drop bottle offers greater access to Bubly’s signature flavors compared to carrying heavy packs of cans home.
For consumers in smaller living spaces or those who don’t want to clutter their pantry, the compact nature of bubly drops is a welcome alternative. More importantly, Soda Stream’s ease of use makes the Bubly x Soda Stream experience seamless, removing any potential barriers to entry.
Enhancing Marketing Opportunities
The partnership also enables new opportunities for both brands to cross-promote. Bubly can leverage Soda Stream’s global marketing channels to target an international customer base. Simultaneously, Soda Stream benefits from being associated with a popular sparkling water brand backed by PepsiCo’s marketing strength.
Joint campaigns highlighting themes like eco-friendliness, creativity in drink-making, and staying hydrated at home can pave the way for greater consumer engagement on both sides.
The Numbers Speak for Themselves
It’s no secret that consumer behavior is shifting:
- Environmental concerns have driven nearly 72% of consumers to prioritize eco-friendly brand options (Source: Nielsen).
- 65% of Gen Z and Millennials value personalized and customizable offerings over generic products (Source: Deloitte).
- The global sparkling water market is predicted to grow annually by 12.6% from 2023 to 2030 (Source: Grand View Research).
Bubly’s partnership with Soda Stream positions both to capitalize on these trends, driving long-term growth in a fiercely competitive market.
A Winning Collaboration
From the perspective of both brands and their customers, the Bubly / Soda Stream collaboration is a win-win. It follows the changing expectations of today’s consumers while replying to environmental concerns and ever greater demands for individualization.
Looking ahead, we could expect that this cooperation will evolve to include new flavors as well as innovative bundle promotions that incorporate Soda stream features directly attuned to Bubly customers.
