THE CHALLENGE

With people spending most of their working (and non-working) days on camera, it was no surprise that nearly half (49%) of Canadians reported exhaustion from the daily video calls. With no immediate end in sight, we needed to do something that would shake things up and bring them out of the drudgery of life on Zoom.

To announce bubly was “dropping” into SodaStream sparkling water, we got international singer-songwriter and famed bubly spokesperson Michael Bublé, a Canadian, to “drop” into a wide variety of Zoom calls. We then leveraged the footage for earned media storytelling, social and OLV.

THE STRATEGY

We were launching as Canadians were feeling peak pandemic burnout. The root cause: Zoom fatigue. Video calls had suddenly become our sole way to connect to friends, family, co-workers, and the outside world.

This cultural truth aligned with the product’s value proposition: adding bubly drops to SodaStream sparkling water can be a real gamechanger – not only to their water but to their day. We challenged ourselves to create a launch campaign that – like bubly drops – would add a touch of effervescence, breaking up the “same old” that Canadians were facing and making things feel a little more glass half full.

THE EXECUTION

With the existing relationship between bubly and Michael Bublé , we already had the ultimate ambassador. We stepped into action, identifying relevant Zoom calls across Canada. Our surprise “Bublé Drop Ins” included a surprise birthday, cooking class, mommy group meet-up, business meetings, and even a Municipal Town Council meeting.

But we didn’t stop there. Hearing Michael’s friend Jann Arden was being interviewed with ET Canada, we secured a “drop in” during the segment.

All drop ins were shot in one day, and quickly edited into media-friendly b-roll. We also produced online video assets, ensuring even wider reach.

THE OUTCOME

Our creative approach not only created buzz around SodaStream’s launch, but it also produced some truly effervescent sales results*, catapulting the bubly drops line to the top of the flavours category for SodaStream.

Campaign results:

• 141 stories, including key top-tier outlets like Global News, CTV, ET Canada, and Narcity
• 79M+ media impressions
• 100% positive sentiment in media coverage
• 440k+ views of the “Bublé Drop Ins” OLV on YouTube – most of which were organic!
• Over 3.6M views of the surrounding Bublé creative on YouTube, amplified through paid investment

*Source: Flavours POS Units 2021 week 14 to 26