Bubly bounce

The Brief: Pepsi wanted a bold campaign to debut Bubly Bounce, a sparkling water with a kick of caffeine in three flavors, that would showcase its colorful flair, variety, and inclusivity. As the premiere sponsor of RuPaul’s Drag Race, the campaign required custom content across social media, ten episodes, and the live finale, to maximize awareness and engagement.

The Solution

Developed a storytelling-driven 60-second custom out-of-show spot and a 30-second "movie trailer" style piece to highlight the product.

Produced social-first content featuring behind-the-scenes moments and organic product placements, shared by talent and the show’s channels.

Extended the campaign to Pit Stop, a digital recap series hosted by former contestants, keeping Bubly Bounce integrated in each episode.

Followed up with a research study to analyze campaign performance and provide insights to strengthen future partnerships.

The Results

Achieved 30.1M+ impressions, 5.2M video views, and 291K engagements.

Delivered 26% over the campaign’s initial goals.

Increased Bubly Bounce awareness, positive opinions, and purchase intent. The campaign positioned Bubly as a beverage that celebrates inclusivity and self-expression.