Glitzy restaurant Bob Bob Ricard in London, founded by a former Ogilvy creative, may have originated the “press for champagne” button, but the concept has been copied millions of times in various forms since that Carnaby Street hotspot opened in 2008.
PepsiCo’s sparkling water brand Bubly is the latest to hop on the trend, putting its own spin on frictionless consumption for a Dry January-centric contest and giveaway. Skip the boozy bubbly, per the program, and “press for Bubly.”
Consumers in New York, Los Angeles and Chicago can enter to win a “press for Bubly” button, equipped with LTE and GPS that will trigger a delivery of fizzy water to their door within an hour. Winners will get free Bubly for a year, up to eight cans a week. Aside from those participating markets, 1,000 consumers nationally have a chance to win a free Bubly 8-pack.
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It’s all in service of helping people keep their abstinence promise which, according to data, is no mean feat. Per a OnePoll study, the average American lasted only 10 days into Dry January before having a cocktail. Seven in 10 Americans say they have participated in the sober curious challenge, with 55% reporting they were unsuccessful; 4% failed on Jan. 1 and 8% failed by Jan. 3.
The Bubly contest, launching just ahead of Quitter’s Day (Jan. 12), runs through Jan. 31.
The stunt comes from PepsiCo’s in-house design and brand marketing teams, with collaboration from Golin and an assist from Fooji for the delivery mechanism.