Bubly Sparkling Water
A PepsiCo brand of flavored, sugar-free sparkling water positioned as a lively alternative to traditional soft drinks.
Last updated August 31, 2026
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Overview
Bubly Sparkling Water, commonly styled as Bubly, is a PepsiCo brand of flavored sparkling water. The product line began distribution in February 2018 as part of PepsiCo's response to growing consumer interest in alternatives to conventional carbonated soft drinks. Its principal proposition is a zero-sugar, zero-calorie sparkling beverage made with carbonated water and natural flavors, with the brand stating that its products contain no artificial sweeteners. Bubly is positioned primarily against established sparkling-water labels, including LaCroix, while using a more playful and personality-driven visual and verbal identity. The initial United States and Canadian range contained eight flavors: lemon, lime, orange, grapefruit, strawberry, apple, mango, and cherry. The portfolio subsequently expanded to include flavors such as blackberry, peach, raspberry, cranberry, pineapple, passionfruit, watermelon, coconut pineapple, blueberry-pomegranate, and white-peach-ginger. An unflavored product is marketed as justbubly. Standard products have been offered mainly in 12-ounce cans and 20-ounce bottles. A distinctive packaging feature is the use of short personal messages and greetings printed on can tabs or bottle caps, reinforcing Bubly's informal, upbeat brand character. Bubly has also been extended into products with different consumption occasions. In 2021, PepsiCo introduced bubly bounce, a caffeinated sparkling-water line containing 35 milligrams of caffeine per serving. Its listed flavors include mango-passion fruit, blueberry-pomegranate, triple-berry, citrus-cherry, and blood orange-grapefruit. In 2022, Bubly introduced Belini Bliss as a limited-edition mocktail-inspired flavor, marking a move beyond conventional fruit profiles. In 2023, it added dessert-inspired varieties including orange cream, key lime pie, and lemon sorbet. In March 2024, PepsiCo launched Bubly Burst, a separate line formulated with fruit juices to provide a more pronounced flavor and color than the regular range. Bubly Burst products were introduced in 16.9-ounce plastic bottles rather than the standard can and bottle formats associated with the core line. Marketing has been central to Bubly's differentiation. The brand received broad attention from a 2019 Super Bowl LIII advertisement featuring Canadian singer Michael Bublé. The commercial built its humor around Bublé repeatedly pronouncing the brand name as a version of his own surname rather than as the word “bubbly,” creating a recurring association between the performer and the product. He appeared in later Bubly advertising, particularly in Canada, and the brand introduced a holiday-season Merry Berry Bublé flavor in 2021. Bubly was initially distributed in the United States and Canada. PepsiCo expanded the brand to Australia and New Zealand in May 2023. Its overall strategy combines the functional appeal of a sugar-free, calorie-free beverage with broad flavor experimentation, portable packaging, seasonal launches, and humorous celebrity-led marketing. The brand remains part of PepsiCo's broader beverage portfolio, although detailed standalone financial results, corporate headquarters, and brand-specific executive appointments are not publicly established in the supplied reference material.
History
Bubly emerged during a period in which sparkling water was becoming a prominent alternative to conventional sodas and other sweetened beverages. PepsiCo began distributing the brand in February 2018 in the United States and Canada. The initial range comprised eight fruit flavors—lemon, lime, orange, grapefruit, strawberry, apple, mango, and cherry—giving the brand a broad starting platform rather than relying on a single signature flavor. The products were formulated as sugar-free and calorie-free sparkling water, with the brand describing them as containing natural flavors and no artificial sweeteners. From its introduction, Bubly sought to distinguish itself through tone and packaging as much as through formulation. Cans and bottles carried short greetings or personal messages on their tabs and caps, creating a conversational presentation designed to make a routine beverage feel social and approachable. This identity was reinforced by bright packaging, informal language, and advertising built around humor. The most prominent early campaign was a Super Bowl LIII commercial in 2019 featuring Canadian singer Michael Bublé. The central joke involved the singer treating the brand name as a variation of his own surname instead of pronouncing it as “bubbly.” Bublé continued to appear in later Bubly advertising, particularly in Canada, and the relationship also supported the 2021 seasonal Merry Berry Bublé flavor. The core portfolio expanded steadily after launch. Additional fruit varieties included blackberry, peach, raspberry, cranberry, pineapple, passionfruit, watermelon, coconut pineapple, blueberry-pomegranate, and white-peach-ginger. The brand also offered an unflavored product under the name justbubly. These additions allowed Bubly to compete across familiar fruit profiles while experimenting with more distinctive combinations. In 2021, PepsiCo broadened the brand into functional sparkling water through bubly bounce, a caffeinated line containing 35 milligrams of caffeine per product. The launch included mango-passion fruit, blueberry-pomegranate, triple-berry, citrus-cherry, and blood orange-grapefruit varieties. In 2022, Bubly tested a more occasion-oriented concept with the limited-edition Belini Bliss flavor, described as its first mocktail offering. The following year brought three dessert-inspired varieties—orange cream, key lime pie, and lemon sorbet—showing a continuing willingness to adapt recognizable food and drink concepts into sparkling-water flavors. Geographically, Bubly began in North America and remained focused initially on the United States and Canada. In May 2023, PepsiCo expanded the brand into Australia and New Zealand. In March 2024, the company introduced Bubly Burst, a new line containing fruit juices intended to create a more intense flavor and deeper color than the regular Bubly products. Unlike the core range, Bubly Burst was offered in 16.9-ounce plastic bottles. Bubly's development reflects a portfolio strategy built around a simple base product—flavored sparkling water—supplemented by caffeine, seasonal concepts, mocktail and dessert inspirations, and fruit-juice-enhanced formats. Its brand proposition combines the perceived lightness of a sugar-free, zero-calorie beverage with a deliberately energetic personality. Bubly remains a PepsiCo product brand, and the supplied public reference material does not provide standalone revenue, headquarters, or brand-specific executive information.
- 2024
Launch of Bubly Burst
[1]Bubly Burst launched with fruit juice, stronger flavor and color, and a 16.9-ounce bottle format.
- 2023
Dessert-inspired range and Oceania expansion
[1]The brand introduced dessert-inspired flavors and expanded distribution into Australia and New Zealand.
- 2022
Belini Bliss limited edition
[1]Bubly introduced its first mocktail-inspired offering, Belini Bliss.
- 2021
Launch of bubly bounce
[1]PepsiCo introduced a caffeinated sparkling-water extension containing 35 milligrams of caffeine.
- 2019
Super Bowl LIII advertising debut with Michael Bublé
[1]A high-profile commercial established the recurring Michael Bublé and Bubly advertising association.
- 2018
Initial North American distribution
[1]Bubly began distribution in the United States and Canada with eight original flavors.
Products and positioning
Playful, flavor-led sparkling water offering a sugar-free and calorie-free alternative to traditional soft drinks.
Flavored sparkling water · 2018
Core Bubly Sparkling Water
The core Bubly range consists of sugar-free, zero-calorie sparkling water flavored with natural flavors, according to the brand's product description. The original lineup included lemon, lime, orange, grapefruit, strawberry, apple, mango, and cherry. Later flavors expanded into blackberry, peach, raspberry, cranberry, pineapple, passionfruit, watermelon, coconut pineapple, blueberry-pomegranate, and white-peach-ginger. Products have been sold in 12-ounce cans and 20-ounce bottles, with greetings or personal messages printed on tabs and caps.
Unflavored sparkling water
justbubly
justbubly is the unflavored extension of the Bubly line. It retains the brand's sparkling-water format without a listed fruit flavor, providing an option for consumers seeking carbonation without the flavored variants.
Caffeinated sparkling water · 2021
bubly bounce
Introduced in 2021, bubly bounce is a caffeinated sparkling-water line containing 35 milligrams of caffeine. Listed varieties include mango-passion fruit, blueberry-pomegranate, triple-berry, citrus-cherry, and blood orange-grapefruit. The line extends Bubly into a more functional beverage occasion while retaining the brand's flavored and carbonated format.
Mocktail-inspired sparkling water · 2022
Belini Bliss
Belini Bliss was a limited-edition Bubly flavor introduced in 2022. It was described as the brand's first mocktail offering, using a cocktail-inspired concept without changing Bubly's non-alcoholic sparkling-water positioning.
Flavored sparkling water · 2023
Dessert-inspired Bubly flavors
In 2023, Bubly introduced a dessert-inspired group consisting of orange cream, key lime pie, and lemon sorbet. These flavors broadened the portfolio beyond conventional fruit profiles by adapting familiar sweet-treat associations to a zero-sugar sparkling-water product.
Fruit-juice sparkling beverage · 2024
Bubly Burst
Bubly Burst launched in March 2024 as a more intensely flavored and colored extension. The drinks contain fruit juices, distinguishing them from the regular Bubly products, and were introduced in 16.9-ounce plastic bottles. The line represents a move toward a fuller sensory profile while remaining within the broader sparkling-water portfolio.
Marketing campaigns
- 2021Merry Berry Bublé holiday promotion
Canada
Bubly continued its association with Michael Bublé through a holiday-season flavor named Merry Berry Bublé. The product connected seasonal merchandising with the celebrity relationship that had begun in the brand's Super Bowl advertising.
Outcome. Extended the celebrity-led brand platform into seasonal product marketing.
- 2019Michael Bublé Super Bowl LIII campaign
United States · Canada
Bubly used Michael Bublé in a humorous Super Bowl LIII advertisement. The commercial centered on the singer's insistence that the brand name sounded like his own surname, creating a memorable wordplay-based introduction to Bubly's personality.
Outcome. Established Michael Bublé as a recurring advertising figure for the brand.
Brand decisions
2024
Launch Bubly BurstProduct launchBackground
PepsiCo developed a more intensely flavored and colored extension of the regular Bubly range.
Action taken
Bubly Burst was introduced with fruit juice and a 16.9-ounce plastic-bottle format.
Aftermath
The launch added a higher-impact flavor and packaging proposition to the Bubly portfolio.
2023
Expand Bubly into Australia and New ZealandStrategyBackground
After launching in the United States and Canada, PepsiCo extended the brand's geographic footprint.
Action taken
Distribution expanded into the Australian and New Zealand markets in May 2023.
Aftermath
Bubly became available across additional markets outside North America.
2021
Add caffeine through bubly bounceProduct launchBackground
Bubly broadened its sparkling-water proposition beyond conventional flavored carbonation.
Action taken
PepsiCo introduced bubly bounce with 35 milligrams of caffeine per product and five listed flavor varieties.
Aftermath
The brand gained a product platform aimed at occasions associated with caffeinated beverages.
2018
Enter the flavored sparkling-water categoryProduct launchBackground
PepsiCo launched Bubly as consumers increasingly considered sparkling water an alternative to traditional soft drinks.
Action taken
The company began distributing an eight-flavor, sugar-free and zero-calorie sparkling-water range in the United States and Canada.
Aftermath
The initial platform was expanded with additional flavors, formats, and adjacent product lines.
Recent events
bubly partners with SAGE to support LGBTQ+ elders[3]
Reported:
bubly and SAGE partnered during the holiday season to support New York City’s LGBTQ+ community, including LGBTQ+ elders. The announcement described a $25,000 donation from bubly to support SAGE programming.
Sources3 sources
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