"To promote the return of its apple-flavored LTO, Bubly is reaching back to a couple of 2000s pop culture icons: Apple Bottoms, the jeans brand founded by Nelly in 2003, and Flo Rida's 2008 hit "Low," which nodded to the label in lyrics ("Shawty had them apple bottom jeans / Boots with the fur / The whole club was lookin' at her") that are insistently recognizable to consumers who came of age during the era."
""Long before the peach emoji, Apple Bottoms made curves cheeky and iconic. This partnership is our gift to fans: the return of Apple Bubly, made with a playfully refreshing Y2K denim twist," said Katelyn Meola, brand marketing director for Bubly, in a statement. The partnership revolves around jeans customized with "Apple Bubly" script and gold metallic detailing that feature the brand's signature apple-shaped back pocket - which now fits a can of Bubly."
Bubly revived its apple-flavored limited-time offering through a collaboration with Apple Bottoms and a Y2K-themed marketing push. The activation includes Apple Bubly Jeans customized with Apple Bubly script, gold metallic detailing and an apple-shaped back pocket sized to hold a can of Bubly. The jeans ship in a box with Apple Bubly in denim-inspired packaging alongside a tank top, keychain, mini denim clutch and iron-on patch, retailing for $79 on applebottoms.com. The campaign commissioned a remix of Flo Rida's "Low" that swaps "apple bottom jeans" for "Apple Bubly jeans." The effort is social-first, created by PepsiCo's in-house agency and supported with paid social and influencer collaborations.
Read at Marketing Dive
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