Dive Brief: 

• PepsiCo sparkling water brand Bubly is hoping to help consumers make good on their Dry January goals with a limited-run “press for bubly” button that will dole out free Bubly for a year, according to a press release.
• The novelty button leverages LTE technology to deliver free Bubly directly to consumers who press it. With 50 buttons up for grabs, consumers in New York, Los Angeles and Chicago can enter to win via an online sweepstakes now through Jan. 31.
• Additionally, one-thousand entrants nationwide will receive an offer for a free 8-pack of Bubly. The marketer’s latest move sees it join others who have sought to tap into Dry January hype and arrives as participation in the month-long, alcohol-free challenge grows. 

Dive Insight: 

While Dry January is officially underway, Americans making the commitment only last 10 days on average, while nearly one in ten give up by Jan. 3, according to press details. Still, the event presents an opportunity for marketers: Last year, 15% of U.S. adults, which amounts to over 260 million Americans, pledged to participate in Dry January. To help consumers stick with the alcohol-free challenge, PepsiCo’s Bubly is offering the chance to win a year-long supply of sparkling water.

The “press for bubly” button, intended as a nod to a viral “press for champagne” social trend, leverages GPS and LTE technology to deliver free Bubly directly to consumers who press it. To function, each winner’s delivery and contact information will be pre-programmed into the product before it is delivered, and when the button is pushed, a signal will be sent to partner Fooji, which will fulfill the order. The New York, Los Angeles and Chicago-based consumers who win the button can each receive a total of 52 8-packs of Bubly, and will receive an email confirmation each time a delivery is placed.

Bubly was first introduced by PepsiCo in 2018 as a better-for-you option with zero calories and no artificial flavors or sweeteners. The sparkling water brand’s latest marketing effort could help it reach not only those abstaining from alcohol in January, but also those who have set health-focused New Year’s resolutions. Past marketing efforts from Bubly have included a Super Bowl advertisement starring singer Michael Bublé, which was voted the 2019 game’s funniest ad, and a 2022 Pride month campaign that advocated for LGBTQ+ safe spaces. 

Aside from Bubly, other brands have similarly sought to capture this month’s alcohol-free hype, particularly alcohol marketers looking to maintain business during a potentially weakened period for sales. For instance, Samuel Adams launched a social-focused “Due Date, Brew Date” campaign timed to Dry January that encourages people with pregnant partners to also stop drinking while promoting the brewer’s non-alcoholic Just the Haze beer. Additionally, Hendrick’s Gin kicked off the month with a “Hendrick’s Gym” concept to train gin lovers to build their cocktail-making knowledge during the sober period.