BUBLY SPARKLING WATER

Redefining Sparkling Water

At VaynerMedia, I shape the cultural voice of PepsiCo’s Bubly. The brand isn’t just part of the sparkling water conversation, it shifts it. Bubly exists as more than a beverage: it’s a personality online, a signal in trends, and the ‘spicy water’ that stands out in a sea of sameness.

A body of work I continue to shape during my time at VaynerMedia

  • Bubly has the cans with smiles, I give them a voice to match. Through a “spicy water” POV, I position the brand as a cultural character: witty, unfiltered, and built for the internet. The strategy isn’t about volume, it’s about making Bubly impossible to ignore.

  • I create everything from text-only threads to TikTok-native trends to scroll-stopping visuals. Each piece is designed to feel like culture, not advertising, the kind of content people screenshot, save, and share in their group chats.

  • Bubly shows up as more than a drink. Engagement climbs, posts hit viral traction, and the brand continues to cement itself as a cultural signal in the sparkling water category, not just another can on the shelf.

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Campaign Highlight

As part of Bubly’s cultural reset, I produced the behind-the-scenes compilation for PepsiCo during the Bubly x Apple Bottom Jeans collaboration with Nelly. From set to screen, the goal was to capture the energy of a brand moment that lived everywhere online. The BTS piece gave Bubly content with depth, a look inside the making of a campaign that merged pop culture nostalgia with sparkling water’s new edge.