PepsiCo's New 'Bubly' Seltzer is Cute and Coming for LaCroix

hiiii.

By Ethan L. Johns
February 09, 2018

Image: PepsiCo

If there’s one thing that embodies the digitized world of the 21st century, it’s the complete irreverence for proper spelling. If you want to appeal to the under-30s, join in with the Tumblrs and Drizlys of the world and start making up your own words.

heck, drop that leading capital letter and substitute an emoticon for a period while you’re at it ;)

As PepsiCo reveals a colorfully cute new line of seltzer waters, named “Bubly,” it seems that—despite revealing and then half-denying Lady Doritos—the company is living in the 21st century after all. With a pastel rainbow of exuberant packaging and quirky messages, “Bubly” is set to become a major part of the company’s portfolio, and will be accompanied by a massive product release.

The Bubly line includes eight different flavors, including “limebubly,” “grapefruitbubly,” “strawberrybubly,” “lemonbubly,” “orangebubly,” “applebubly,” “mangobubly” and “cherrybubly.” Bubly’s logo features a short “u,” which is turned into a different smile—moustached, lipsticked and so on—on the backside of each can. The stay tabs each feature a quirky SMS-friendly greeting, like “haay,” “oh hi” and “yo,” adding an adorability design factor to what was once a uniquely functional technology. Each can also features a “personal message,” like “I feel like I can be open around u,” “hold cans with me,” and “love at first phssst.”

They will be available beginning this month in 12-ounce cans and 20-ounce bottles.

There’s no doubt that canned seltzer is hot right now. But, like, not actually hot, because that would be gross. With brands like LaCroix bringing the carbonated water to young, hip consumers, PepsiCo is capitalizing on the opportunity and getting into the game in a big way.

Keep an eye out for some Bubly commercials, which are slated to air during the Oscars in March. We’re sure they’re, like, going to be literally epic. Yaaaaaaas.

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns