Michael Bublé Tout's new Bubly take care of SodaStream continues to insist that the product be named after him

Michael Bublé Pop superstar and secret vandalism often wears a magic marker when he goes shopping – to better change cans of Bubly and replace the “y” at the end with an “e” so that the product becomes its namesake.

The Canadian singer confessed to his cheeky (and victimless) crimes while announcing a deal between Bubly and SodaStream on Tuesday. Six Bubly branded flavors are now available to spice up the device's bubbly water.

"I have a mask on," to be Covid-proof, he said during a virtual press meeting that afternoon. "Maybe nobody knows it's me. But I'll write about bubly cans in stores."

Let's call it life that imitates art.

Bublé, who began playfully defacing Bubly packages in a 2019 Super Bowl ad, is playing a 30-second commercial for the Bubly x SodaStream partnership that extends the year-long joke through 2021.

I thought it was a cool, great Super Bowl ad. Little did I know I was going to do it three years later

Michael Bublé

According to the new work, Bublé still can't separate its name from the Bubly line. When launching the new Aroma-Drop product, Bublé Bubly repeatedly mispronounced "booh-blay" instead of "bubbly" – as one angry director calls "cut".

Speaking to Adweek, Bublé said that since the beginning of his career it "has always been part of marketing" to make fun of his unique last name. He was "so in love" with the original Goodby Silverstein & Partners Bubly ad concept that he loved to keep playing.

"I thought it was a cool, great Super Bowl ad," he said. "I had no idea I would do it three years later. It was so much fun and everything is done with self-deprecating humor."

The new commercial, which starts on Wednesday, promotes the first North American co-branding project between SodaStream and Bubly, siblings of the PepsiCo family. Bryan Welsh, GM of SodaStream's US division, said he thinks the collaboration will provide existing customers with a "chance to experiment and have fun" and attract potential new buyers.

"If someone was on the fence about buying the platform, it gives them a reason to try," he said. "We think it will build the business."

SodaStream has an existing fruit drop line, but Welsh said the Bubly product will offer "greater variety" to consumers looking to personalize their beverages. Bubly Drops are being launched on a mix of traditional retail (Target) and e-commerce (Amazon) platforms.

Bubly Drops flavors include mango, grapefruit, and lime.

Tap into the demand for fewer calories and less plastic

The water industry, good for you, is booming, he said, with bottled water manufacturers growing 84% year over year and the number of beverages in the market increasing 21%, accelerated by demand from health conscious consumers during quarantine.

Some differentiators like customizable flavors are key. (A six-pack of Bubly Drops contains mango, grapefruit and lime with no calories, sweeteners or artificial flavors). "Consumption at home has never been higher," he said, "and people want to have some fun" with their everyday products.

Sustainability is even more important with consumers, he said, as SodaStream replaced 8 billion plastic bottles in 2020. The Israeli company, which was acquired by PepsiCo in 2018, often leans towards its green message, making it the focus of its Super Bowl 2020 ad starring beloved scientist Bill Nye and astronaut Alyssa Carson. Despite the popularity of this spot dubbed "Water on Mars," executives say the brand won't be returning to the big game this year.

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