Michael Bublé is inserting himself into different situations and geographies in the latest Bubly Super Bowl spot catering to the Canadian market.

To promote the PepsiCo beverage’s new raspberry flavour – which hits store shelves the day after the game – the crooner, complete with a smiley face maple leaf delivery box, samples product for unsuspecting consumers, often at inopportune times.

This includes intruding on a Vancouver beach-side marriage proposal, interfering with a downtown Toronto delivery driver and photo-bombing Montrealers as a means of increasing saliency in the Quebec market, where it is already the top sparkling water brand, says Lourdes Seminario, senior marketing director, PepsiCo Beverages Canada.

PepsiCo first worked with the singer in 2019 for the Bubly with Bublé Super Bowl ad, which aired both in Canada and. He’s also dropped in befpre, to promote Bubly products for SodaStream .

“We leveraged consumer insights that expressed a desire for a fun, playful Super Bowl spot, and we produced it right here in Canada, for Canadians,” Seminario says.

According to Seminario, Bublé continues to be a good partner for Bubly thanks to his endearing charm and mischievousness, and that the company worked closely with its partners to optimize its media strategy and ensure it aligns with current trends.

“We are amplifying our presence at Super Bowl by optimizing the use of a variety of screen devices by consumers,” she  says. “Although we cannot disclose details at this time, the impact of our participation this year will be significantly greater than it was two years ago.”

The brand will also have eye-catching POS with a consumer-focused approach as part of the broader campaign.

Seminario says it is ensuring that the consumer experience is positive no matter where they are, be it watching their favourite shows, scrolling their phone, shopping in-store or dining at a food service establishment.

Agencies involved with the campaign include OMD, Motive, Praxis, Treetop Marketing and Mark IV.