PepsiCo's sparkling water brand bubly is leaning into millennial nostalgia this summer with the launch of a new marketing campaign featuring actor Chad Michael Murray to promote its limited-edition Melted Ice Pop sparkling water flavor. The initiative combines pop culture, influencer marketing and exclusive merchandise to reconnect consumers with iconic Y2K summer memories.
Inspired by the classic red, white and blue freezer pops, bubly Melted Ice Pop blends cherry, lime and raspberry flavors into a calorie-free, unsweetened sparkling water designed as a seasonal offering. Available for a limited time across the US, the flavor aims to evoke childhood summers while capitalizing on the growing consumer demand for nostalgic food and beverage experiences.
The campaign stars Chad Michael Murray—best known for his early-2000s television and film roles—alongside content creator and self-described '90s and '00s historian Erin Miller. Set to the 2005 hit Dirty Little Secret by The All-American Rejects, the campaign recreates a romantic comedy-style fantasy packed with references to Y2K culture, positioning the beverage as a trigger for memories of first crushes and carefree summer days.
To extend the campaign beyond digital media, bubly has introduced a limited-edition Y2K Summer Kit, available exclusively through Walmart in the US. Priced at $20, the bundle includes an eight-pack of Melted Ice Pop sparkling water, a digitally signed Chad Michael Murray poster, a charm anklet, beach towel, inflatable cooler, tote bag and other nostalgia-themed accessories, reinforcing the brand's experiential marketing strategy.
According to bubly, the campaign is designed to capture the emotional connection consumers have with nostalgic flavors and cultural moments while strengthening engagement through collectible merchandise and social media storytelling. The initiative reflects a broader trend in the beverage industry, where brands are increasingly using nostalgia-driven collaborations and limited-time products to create buzz and drive seasonal sales.