Dive Temporary:
- PepsiCo glowing water model Bubly has teamed with vogue model Apple Bottoms to advertise the limited-time return of its apple taste, per particulars shared with Advertising Dive.
- The “Apple Bubly Denims” effort features a denim bundle, a branded remix of a music that talked about the style label and different Y2K-themed extras.
- The social-first marketing campaign was created by PepsiCo’s in-house company and consists of paid assist throughout social and influencer collaborations.
Dive Perception:
To advertise the return of its apple-flavored LTO, Bubly is reaching again to a few 2000s popular culture icons: Apple Bottoms, the denims model based by Nelly in 2003, and Flo Rida’s 2008 hit “Low,” which nodded to the label in lyrics (“Shawty had them apple backside denims / Boots with the fur / The entire membership was lookin’ at her”) which can be insistently recognizable to shoppers who got here of age throughout the period.
“Lengthy earlier than the peach emoji, Apple Bottoms made curves cheeky and iconic. This partnership is our present to followers: the return of Apple Bubly, made with a playfully refreshing Y2K denim twist,” stated Katelyn Meola, model advertising and marketing director for Bubly, in a press release.
The partnership revolves round denims custom-made with “Apple Bubly” script and gold metallic detailing that function the model’s signature apple-shaped again pocket — which now matches a can of Bubly. The denims are available a curated field alongside Apple Bubly, which has denim-inspired packaging, and extra Y2K-inspired objects, together with a themed tank prime, keychain, mini denim clutch and iron-on patch. The limited-edition assortment retails on applebottoms.com for $79.
As a part of the hassle, the model has commissioned a remix of “Low” that turns lyrical mentions of “apple backside denims” into “Apple Bubly denims.” The marketing campaign shall be supported by a microsite on applebottoms.com and paid assist throughout social, and it’ll run on Bubly’s social channels together with Instagram, TikTok, Fb and YouTube. Millennial influencers together with Trey Kennedy, Erin Miller, Drea Montgomery and Emily Scott James may also assist the push.
“Apply Bubly Denims” was created by PepsiCo’s in-house company, which just lately enlisted VaynerMedia for its experience in activating round social media. Bubly is likely one of the 5 manufacturers that the absolutely built-in workforce will deal with, alongside Starry, Mug, Pepsi and Mountain Dew. The transfer demonstrates a technique that legacy CPG entrepreneurs try to shore up social-first efforts.
PepsiCo in April appointed firm veteran Mark Kirkham as CMO of U.S. drinks, the unit that homes manufacturers together with Pepsi, Mountain Dew, Bubly, Starry and Gatorade.
