I was challenged to create a multi-faced, integrated campaign for a brand of my choice. I chose the brand BUBBL'R to create a campaign to launch a new sparkling water flavor, as well as the promotion for the product, and the general promotion of the brand. Their current branding is fun and colorful, but my goal was to create something that was cleaner, and emphasises the health aspects of the beverage. This work was assigned in my Portfolio class.
BUBBL’R is an antioxidant sparkling water brand launched in 2017, based in Wisconsin. It was created to bridge the gap between healthy seltzers and high-sugar energy drinks, offering a "functional" beverage that combines natural caffeine, antioxidants, and vitamins with zero sugar. What began as a regional Midwest-based product quickly went national by targeting consumers who wanted a "cleaner" energy boost without sacrificing the bold, punchy flavors typically found in traditional sodas.
Our goal is to increase brand awareness of BUBBL’R and separate it from its competition. To do this, we will partner with college campuses and host pool parties. We know it is hard to convert consumers of other sparkling waters, so show how we are different from those that aren’t loyal to a beverage.
We will create a new BUBBL'R flavor and a campaign to market it in a variety of ways...
- product launch
- brand activation
- general ad campaign
- logo/packaging rebrand
Our goals are...
- 30% increase in awareness
- 10% increase in sales
TARGET AUDIENCE
The targeting is gender-neutral, making current consumption split roughly 50/50 between male and female. BUBBL’R is most popular with Gen Z and Millennials, making our target age around 14-35. We will continue to target the same demographics.
Our target audience is those who are health-conscious. These are consumers who are...
- natural colors & flavors
- “less” caffeine than energy drinks
- 5 calories
- 0 sugar
- health benefits (vitiamin A&B, antioxidants, immune support)
- gluten-free
- vegan
A healthy energy alternative!
New Logo & Package Re-Design
Brand Activation + Viral Campaign + Product Launch
Campuses across the US will host pool parties (organized by campus ambassadors) to gain awareness for the brand as well as launch the kiwiberry flavor. This event will be free for students and will include free BUBBL’R drinks and a raffle for a variety of prizes. Every student in attendance will receive one raffle ticket; more will be available for purchase or through posting the event on social media.
This event will also be part of a competition for a free concert. Students can post at the event, using a unique hashtag, in hopes their campus wins the concert. Through the posting on socials, we will be able to get more brand awareness in the demographic we are targeting most.
Activation Promo
Ambassador Hosted Campus Pool Party
On Campus:
- University ambassadors will host
- FREE for students
- BUBBL’R samples
- free merch + raffle
- Swimming, music & snacks
- Photo Booth/opportunities
Nationwide:
The top 2 campuses WIN a free Alex Warren concert
Students will post on socials to...
- Bring BUBBL’R general awareness
- Influence other students on campus to come to the event
- Track how many students attended the event
Pool Party Activation
Photobooth + Social Posting
This photobooth will be part of the viral campaign effort. Students can post at the event, using a unique hashtag, in hopes their campus wins the concert. Through the posting on socials, we will be able to get more brand awareness in the demographic we are targeting most.
Photobooths are currently trending, and being posted on socials in a photo dump or stories in a short video of the strips being dispensed. This gives students more incentive to post.
Each University's hashtag will be monitored to decide the winners.
Product Tease / Launch
Campaign Guidelines
