The launch of BUBBL’R, an antioxidant sparkling water, happened in 2017 as a sub-brand of the Wisconsin-based Klarbrunn beverage giant. The fun, trendy, effervescent BUBBL’R entered the market at a competitive time in the beverage industry as consumers began a hard drive for a more natural, benefit-based, and better ingredient drinking experience. BUBBL’R met consumers exactly where they wanted to be met. BUBBL’R, with no artificial sweeteners, colors, or flavors boasts only five calories and natural caffeine. BUBBL’R has undoubtedly made a name for itself in the industry. And, we might be a little extra partial to the particular brand—and here’s why.
How Does Product Innovation Happen in the Beverage Industry?
Our team at Bernick's keeps an intentional pulse on the beverage industry and where consumer trends are leading. BUBBL'R was developed out of sheer opportunity—by noting specific whitespace in the market. That led us to our partners at Wis-Pak, a manufacturer and distributor of Pepsi-brand beverages.
Wis-Pak is a cooperative company of 40 shareholders representing family-run businesses like Bernick’s. The company distributes products in local markets, and with that, there are a lot of boots on the ground – and ears open too! Those companies listen to the consumers they serve and begin to recognize the need or opportunity in the market for new products.
Marketing
Tyler Hartmann is Wis-Pak's Director of Marketing and Brand Development. He said, "Our Marketing Group consists of key marketers within the Wis-Pak system who are beverage distributors themselves and have intimate knowledge of the beverage landscape. The Marketing Group is where all Wis-Pak Brand innovation starts. BUBBL’R started as a Klarbrunn variant (and that line is also a WIS-PAK developed brand), a sparkling-type water with botanical flavors and the added benefit of caffeine. As it developed into a product, however, it was a little further away from Klarbrunn’s core values of sparkling. As a group, we decided to branch out and see where this product was leading us."
Wis-Pak's own brand enables it to fill a gap in the marketplace for products it doesn’t currently supply. Leah Bernick, brand Manager at Bernick's, said, "We saw a need for a functional beverage similar to sparkling, yet different enough that it needed its own identity. There’s a fast turnaround time for this regional brand to create beverages."
Research & Development
Tyler continued, "We get samples from our R+D team and where it started with BUBBL’R was 5, 15, 30, and 60-calorie variants of the product for initial tasting.
We knew it wouldn’t have any artificial sweeteners, but at what sweetness level and hydrofluoric level would this product be right? We demo’d the differing versions for various test groups within our marketing department, with Adventure Advertising, and different sectors of people we knew were likely to buy the product upon the release. Natural flavors and natural colors – those attributes we never strayed from.
Creative Collaboration
Gina Nacey, Adventure Advertising President, and Executive Creative Director, noted, "We were involved from the early concepting stages. We partnered with the Wis-Pak team to study whitespace in the market and determine what product we could successfully create to fill that space. To inform our strategy, we studied consumer interest and category trends, which drove the calorie and sweetener conversations. After we determined how we could stand out in the category, we researched naming and packaging trends to identify our niche – not only in beverages but in sparkling water as well.”
Gina continued, "Our work with Wis-Pak even included some taste-testing. We loved that BUBBL’R had flavor profiles that were on trend and functional benefits consumers were craving … all of that became core for the identity. We wanted the brand to be personable, helpful, energetic, and fun. We took those product attributes and personified them on the packaging design to reflect the effervescent personality associated with the drink itself. That let us tout the benefits in a more fun and interesting way. There’s a lot of excitement and energy in the design, which makes it super approachable. It’s much less corporate than many other brands."
Behind the Brand: Consumer Loyalty
Consumers love BUBBL'R brand beverages for several reasons, ranging from their health-oriented ingredients to their appealing flavors and modern branding. Here's a look at why BUBBL'R beverages have gained (and maintained!) popularity.
1. The Good Stuff Ingredients
BUBBL'R beverages are marketed as an antioxidant sparkling water that offers a healthier alternative to traditional sodas and energy drinks. Here are some of the key health-focused elements that appeal to consumers and keep them brand loyal.
- Low-Calorie and Zero Sugar: BUBBL'R drinks are low in calories and contain no added sugars, which makes them attractive to health-conscious consumers looking to reduce their calorie intake and avoid sugary drinks.
- Natural Sweeteners: instead of using high-fructose corn syrup or artificial sweeteners, BUBBL'R uses natural sweeteners like erythritone, a natural sugar alcohol derived from plants. This appeals to consumers seeking more natural ingredients.
- Added Nutrients: BUBBL'R drinks are fortified with vitamins and antioxidants, providing health benefits that go beyond simple refreshments. For example, some flavors contain B vitamins, which are known to boost energy and support metabolism.
- Caffeine Content: some BUBBL'R flavors contain natural caffeine, providing a mild energy boost without the intensity of traditional energy drinks. This appeals to consumers who want a light, energizing drink without jitters or crashes.
2. Those Flavor Combinations
BUBBL'R offers a diverse range of unique and appealing flavors, setting them apart from traditional sparkling waters. This variety attracts consumers looking for something new and different.
- Creative Flavor Combinations: BUBBL'R features a dozen distinctive flavor combinations that intrigue consumers who enjoy exploring new tastes.
- twisted elix'r
- triple berry breez’r
- pitaya berry nect’r
- lemon lime twist’r
- blood orange mango mingl’r
- passion fruit wond’r
- pomegranate acai refresh’r
- cranberry grapefruit sparkl’r
- tropical dream’r
- wild cherry chill’r
- watermelon lime smash’r—the newest flavor release
- Balanced Flavor Profile: despite the unusual flavor names, the taste of BUBBL'R beverages tends to be refreshing and balanced, appealing to a broad range of palates.
- Natural Flavoring: the use of natural flavors adds to the overall appeal, giving consumers a sense of authenticity and quality.
3. The Modern, Vibrant Branding
BUBBL'R's branding contributes significantly to its popularity. The visual presentation and messaging align with current trends and resonate with a younger demographic.
- Eye-Catching Design: BUBBL'R's bright colors, playful graphics, and distinctive packaging stand out on store shelves, attracting attention and encouraging impulse buys.
- Engaging Marketing: the brand's marketing strategy focuses on vibrancy, energy, and positivity, which appeals to consumers seeking an upbeat, contemporary beverage option.
- Alignment with Lifestyle Trends: BUBBL'R's branding connects with modern lifestyle trends, emphasizing health, wellness, and natural ingredients, which resonates with health-conscious consumers and those seeking alternatives to traditional sodas.
The BUBBL’R Trajectory
The BUBBL'R inception began towards the end of 2015, originally tied to the idea of a Klarbrunn exotic. By the spring of 2016, it was completely separate. Taste and recipe sampling happened in sync with product strategy by the end of 2016. BUBBL'R officially launched in the marketplace, hitting shelves in June 2017. Since its launch, BUBBL’R has been an industry enigma, steadily climbing the ranks as one of the most reached-for ready-to-drink beverages in the very cluttered market space.
Tyler added, "There has been good success in stores – and there's a good variety of flavors for everyone. People are asking where they can find it. Our team at Wis-Pak is receiving around five requests per day with product inquiries or feedback. Consumers have embraced this drink with its added health benefits and it might replace current beverages for some of those people."
Gina added, "This is a case of the right beverage at the right time. When people find out it is regional and locally developed, they are surprised based on its recipe and packaging. It’s not totally national, but it’s in a good portion of the U.S."
What's next for the new brand? A month ago, the brand announced its nationwide partnership with retail giant Target. Based on its success in the Midwest, the brand plans to reach consumers in every state in the country; there are just shy of 2,000 stores in the retailer’s footprint.
BUBBL’R from Bernick’s
Consumers love BUBBL'R brand beverages for their health-conscious ingredients, unique and appealing flavors, and modern branding. The combination of these factors creates a product that not only tastes great but also aligns with contemporary consumer preferences for healthier, more natural options. BUBBL'R's approach to sparkling water has struck a chord with consumers looking for a refreshing, energizing, and stylish beverage choice.
