CPRS Silver Award Winner for Best Use of Media Relations
bublyTM sparkling water beverage is the number one sparkling water brand in a crowded Canadian marketplace. With two new flavours launching – pineapplebubly and peachbubly – Canadian superstar, Michael bubly (sorry, we mean Bublé) was recruited to help share a special ‘deliveré’ (delivery) in a Canadian-produced Super Bowl ad. To support the campaign, PRAXIS was tasked with developing a PR amplification plan, leveraging Michael Bublé and delighting bubly fans by sending them PR kits (or ‘smile kits’) for the launch.
PRAXIS conducted a social listening exercise to determine that MORE FLAVOURS was the single most talked about topic on bubly’s social media pages, with pineapple & peach in the top 5 requested flavours. We leveraged this insight, along with the media interest in the Super Bowl to amplify this communication.