Pepsi is copying “cult-favorite” La Croix, launching an Instagrammable sparkling water brand.

Pepsi is copying “cult-favorite” La Croix, launching an Instagrammable sparkling water brand. The brand is being called “bubly”—all lowercase—and is sold in bright, cheerful cans featuring personalized messages like “I feel like I can be open around u” and “hold cans with me.” Each can’s tab features a greeting like “oh hi,” adding to the personable vibe. Pair the colorful, cutesy cans with the fact that sparkling water is one of Millennials’ favorite beverages, and it’s no wonder Credit Suisse estimates bubly could bring in over “$100 million in retail sales in 2018.” (Business Insider)