CPRS Silver Award Winner for Best Use of Media Relations

bubly^TM 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.

We scheduled interviews with Canadian broadcast and print media to encourage viewers/ readers to tune in to check out the bubly/Bublé Canadian Super Bowl spot and announce the new bubly flavours to Canada. To drive brand affinity and positive sentiment among our target consumer, we identified a comprehensive list of super fans, influencers, and media who love bubly and we sent them a special deliveré. The PR kits consisted of bright bubly blue boxes, fun printed materials announcing the new flavours in Canada, branded swag, as well as both products – pineapplebubly and peachbubly for sampling. All recipients took to social media to announce the exciting news!

• Drove awareness via 46 million media impressions
• 7 tier one media interviews with Michael Bublé and 138 pieces of broadcast/print/online/social coverage
• 1 million social media impressions from 125 organic posts

PRAXIS unlocked insights through community management on social media, noticing that many influential voices in the social space were sharing their love for bubly organically on their pages, from super fans to mega influencers, without any sponsorships or paid partnerships. We used their authentic love for the brand to seek and reward them with an exclusive sip and swag kit featuring the new flavours so they would be “first to try.”