The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

bubly x Season 13 RuPaul's Drag Race

Bronze Distinction in Short Form Video

Objective

To build on the brand's equity and popularity, bubly aimed to expand their product offering through a whole new suite of products & flavors.

PepsiCo/bubly knew that 45% of consumers look for the benefits of caffeine in beverages but don't want the calories and sweetners[1], so bubly created bubly bounce, a sparkling water with a new value proposition, a kick of caffeine! bubly bounce delivers all the delicious flavors and hydration of the original bubly product with 35mg caffeine. To keep up with the demand for "better for you" beverage options with added benefits and set them apart from competitors, bubly aimed to drive awareness & purchase consideration of their new value proposition.

We know that 61% of American consumers list diversity in advertising as critical[2]. Championing inclusivity and communicating this in authentic ways continues to be a priority for the bubly brand. So, the brand tapped into RuPaul's Drag Race, an Emmy award-winning show that celebrates love for all flavors. RuPaul's Drag Race (RPDR) has invented a new social media subculture, with RuPaul regularly directing viewers to engage with the show and encouraging the audience to support their favorite Queens.[3] Knowing RPDR has one of the most socially engaged fan audiences out there, we were tasked with creating new playful content that would help us with our goal to drive engagement and generate positive sentiment amongst the LGBTQ+ community.

 

[1] Food Navigator 2021 - https://www.foodnavigator-usa.com/Article/2021/02/12/PepsiCo-s-launch-of-bubly-bounce-expands-foothold-in-functional-beverage-space-consumer-appeal

[2] Forbes, 2020.

[3] The Fifth Trends, 2021

Strategy

Due to strict Covid-19 protocols, bubly, OMD, and ViacomCBS collaborated to navigate an ever-changing landscape to produce the show and the bubly integration content. During the pandemic, RuPaul’s Drag Race was uniquely positioned to continue delivering the entertainment fans were craving safely through a production bubble. Building upon a successful Season 12 partnership, bubly sashay-ed onto the Season 13 (S13)runway to bring smiles and align with Queens, who represented the brand’s values of positivity and inclusivity. bubly chose this stage to debut the all-new bubly bounce, giving the Queens a little kick of caffeine to slay all season long!

How did we do it?

bubly bounce leaned into the show’s super-engaged social audience to amplify the custom creative across the show’s talent’s and bubly brand’s handles. Manila Luzon, Latrice Royale, and Vanessa Vanjie Mateo sipped on bubly bounce while they highlighted the kick of caffeine in playful behind-the-scenes content from filming the custom vignettes that left fans eager for more!

Results

bubly drove fan social engagement & generated positive sentiment amongst the LGBTQ+ community by creating content that fans craved:

 

[1] ViacomCBS Proprietary Data Reporting Dashboard

[2] Nielsen, C3, 4/16.

[3] Talkwallker, 4/16.

[4] Talkwalker  Bubly x RPDR campaign tracking, February-April 2021

[5] ViacomCBS latitude study

[6] ViacomCBS latitude study

[7] ViacomCBS Proprietary Data Reporting Dashboard

Media

Video for bubly x Season 13 RuPaul's Drag Race

Entrant Company / Organization Name

OMD, The Content Collective, ViacomCBS, PepsiCo Beverages North America

Link

Entry Credits