With the arrival of summer, beverage brands usually launch their most refreshing products, but this year, something has changed. Pepsi has made an unexpected move with a proposal that hasn't just surprised, but has sparked a revolution in supermarket aisles and social media. A simple can has managed to turn the market and consumers' expectations upside down.
Expectations for summer are always high and brands prepare to offer the best of themselves. However, sometimes novelty doesn't come from what we expect, but from what we least imagine. This is the case with Pepsi, which has managed to leave its main competitor, Coca-Cola, behind with a product very different from what we're used to.
Pepsi gets ahead of Coca-Cola with Bubly
The key to Pepsi's success lies in its sparkling water brand, Bubly. With the return of a special flavor, Melted Ice Pop Sparkling Water, Pepsi has won over thousands of consumers.
This version of Bubly mimics the flavor of the traditional ice pops that many enjoyed in their childhood. Its flavor is a combination of cherry, lime, and blue raspberry, and it's arrived as a limited and exclusive edition at Target.
What makes this drink different is that it contains no calories or artificial sweeteners. In addition, it's a healthy and fresh option for those who are looking for more than the typical sugary soda.
The price of $4.39 for a pack of eight cans has proven to be irresistible for many. What's even more surprising, it has caused an almost fanatical fervor among consumers. Social media have been filled with comments like: "This flavor changes EVERYTHING!" and "I bought all I could."
The impact on social media has been immediate. Bubly's followers didn't take long to express their excitement, and even those who aren't regular consumers of carbonated drinks have been won over by this refreshing proposal. The nostalgia evoked by the flavor of tricolor ice pops has had a viral effect, reaching a much broader audience than that of traditional soda fans.
In addition, the exclusivity with Target has caused an immediate sense of desire. Customers weren't just eager to try this flavor, they've also rushed to visit Target stores so they wouldn't miss out on it. This strategy has proven to be effective, generating traffic to the stores quickly and directly.
Coca-Cola in a difficult position
Bubly's success highlights Pepsi's ability to connect with consumers' emotions, while Coca-Cola continues to bet on its traditional line. While Pepsi has managed to turn a simple sparkling water into a viral phenomenon, Coca-Cola remains focused on sporadic innovations that haven't had the same impact.
This move shows that innovation doesn't always have to come in the form of a sugary product. Pepsi has shown that, even without adding sugar, it can generate excitement and capture consumers' attention. With this move, the brand has made it clear that it knows how to generate desire, and that even a caffeine-free drink can become the true phenomenon of the summer.