- PepsiCo's sparkling water brand Bubly announced that it's airing its first-ever Super Bowl commercial, which will star singer Michael Bublé, per details shared with Marketing Dive. The 30-second spot, "Can I have a bublé?," showcases four new flavors of the drink.
- In a teaser for the ad, crooner Bublé is convinced the sparkling water is named after him, and he corrects the "misspelled" cans with a marker as comedian Aparna Nancherla tries to tell him otherwise. The full spot will be released on the brand's social media channels in the coming weeks, and fans can follow the conversation at @bublywater during the game.
- Another PepsiCo brand, Doritos, also unveiled details of its 30-second Super Bowl ad, which will feature a collaboration between musician Chance the Rapper and the Backstreet Boys. The chip brand released a teaser video on social media to promote its new Flamin' Hot Nacho flavor, and plans to announce more about the collaboration as game day approaches.
PepsiCo is embracing a music-centric theme its Super Bowl plays around Bubly and Doritos brands, including through collaborations with popular celebrities. The company took a similar approach for last year's big game by pitting Doritos Blaze and Mtn Dew against each other in a lip-sync rap battle. Fans were encouraged to pick a side on social media and share their own performances inspired by the ad, which featured celebrities Peter Dinklage, Busta Rhymes, Morgan Freeman and Missy Elliott.
The debut Super Bowl spot for Bubly, which launched last March, suggests that fledgling brand has been a success for PepsiCo as it strives to make a mark in a competitive sparkling water space dominated by LaCroix. PepsiCo claims Bubly is on track to exceed $100 million in sales for its first year. The humorous ad playing off Bublé's name continues to build on the brand's playful reputation and could help it reach a broader audience of consumers, who may be seeking out better-for-you beverages over sugary sodas around the big game.
Meanwhile, PepsiCo's Frito-Lay division is also hoping to drum up excitement for its new Doritos product by teasing a Chance the Rapper-Backstreet Boys collaboration and encouraging fans to check its social media channels for more details. The fresh campaigns this year are part of PepsiCo's efforts to beef up its marketing to support new products, such as Bubly. For this year's Super Bowl, PepsiCo reportedly purchased 90 seconds of airtime — about a $15 million investment — as CBS is reportedly charging around $5 million per 30 seconds.