Bubly is unveiling its first-ever national “Crack a Golden Smile” promotion to coincide with the onset of summer.
Prizes include coupons and assorted branded summer items. Additionally, 100 golden cans distributed in specially marked packs will be redeemable for a chance to win $1,000 when collected.
Agency partners include Motive, OMD, Praxis PR, Nashville-based Southern Made and Tree Top based out of Toronto and Vancouver.
The promotion for the PepsiCo sparkling-water beverage will be active at most grocery retailers across Canada.
“Bubly believes in making every day more playful and fun, and what better time than summer, when Canadians are embracing every sunny sip?” says Sean Cauterman, marketing director at PepsiCo Canada.
The special 12 packs with custom contest graphics include a 10-digit code inside that can be entered at Bubly’s Golden Smile microsite for a chance to redeem prizes.
Cauterman tells strategy that items such as pickleball sets, pool floaties, beach towels and cooler bags will be up for grabs.
Smile-related imaging and greetings have been a staple of the brand since Bubly’s launch in 2018 as part of PepsiCo’s effort to broaden its beverage offerings and compete with U.S. sparkling water brand La Croix.
Canadian crooner Michael Bublé has long been a face of the product that PepsiCo chairman and CEO Ramon Laguarta has referred as a “brand of the future.”
Last year, Bubly claimed national and Quebec nods at Kantar’s Most Trusted Awards in the flavoured sparkling water category.
The “Crack a Golden Smile” promotion includes in-store displays, and social and digital-media campaigns across Instagram, Meta, TikTok and YouTube.
