bubly has introduced a limited-time sparkling water flavour, Melted Ice Pop, designed to align with consumer interest in summer seasonal products. The launch focuses on nostalgia, drawing inspiration from traditional red, white, and blue ice pops, and is positioned to drive engagement through mid-year peak demand.
The product is formulated without calories or sweeteners, maintaining the brand's standard ingredient profile while offering a seasonal flavour rotation. The profile is a blend of natural flavours: 🍒 Cherry 🍋 Lime🍓 Raspberry
"Playing into the hero love interest was a riot. I feel like everyone can relate to those summer moments of heart-fluttering excitement. Pairing up with bubly was all about unlocking that nostalgia with every sip, from the rush of the first look to the daydreams around it," said actor Chad Michael Murray.
"As someone whose entire corner of the internet is built around 90s and 2000s nostalgia, this was basically a millennial fever dream. Getting to recreate a Y2K rom-com moment with Chad Michael Murray felt like I somehow wandered into a movie I spent my teen years obsessing over," said creator and podcast host Erin Miller.
Marketing and consumer engagement
To support the release, the brand has developed a campaign targeting millennial demographics, utilising themes associated with Y2K culture. This includes a partnership with actor Chad Michael Murray and creator Erin Miller, featured in promotional content designed to evoke nostalgic responses from the target consumer base.
The campaign includes a direct-to-consumer component with the "Melted Ice Pop Y2K Summer Kit," available exclusively through Walmart.com. The kit serves as a vehicle for brand visibility, bundling the sparkling water with themed accessories such as an inflatable cooler, beach towel, and branded apparel.
Retail availability
The Melted Ice Pop flavour is available in 8-packs of 12-ounce cans at retailers throughout the United States. The Y2K Summer Kit, priced at $20, launched on 25 June and is available while supplies last, reflecting the brand's use of limited-release items to incentivise immediate consumer purchasing and online traffic.
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