bubly vs Bublé big game social campaign

In bubly sparkling water's first Super Bowl commercial, Michael Bublé thinks that bubly is pronounced "Bublé."

A simple idea for a spot, and an opportunity for us to have some fun on bubly's social before, during, and after the game. To plus up, we decided Michael Bublé thinks almost everything needs a littlé "é" and he passionately wants to tell the world that the sparkling water is definitely bublé.


Agency: R/GA Chicago

Role: Jr. Art Director 

the results:


brand/hashtag mentions


impressions over paid, earned, and owned media


new brand followers

on Instagram

the takeover

On Sunday before the game, we released a video showing that Michael Bublé had hacked into our bubly accounts, taking over to let everyone know it's really pronounced Bublé. He not only took over our posts, but changed our profile photos, bios, and cover photos.

We utilized Instagram posts and stories and Tweets.

It's bublé

We created a response matrix for relevant tweets during the game -from other brands, influencers, and bubly fans.

We paired Bublé's funné responses with gifs created in collaboration with Giphy.

bubly strikes back

On Monday, we made sure everyone knew it was really bubly, not bublé.

We continued using our response matrix to remind everyone the correct pronunciation of bubly on Twitter.

on Instagram, we used Aparna Nancherla to emphasize bubly in posts and stories.

  • Instagram
  • Pinterest
  • Facebook

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