Bubba water bottles are courting the next gens. It’s no secret Gen Z and Gen Alpha love reusable water bottles, to the point of making having the newest trendy one a status fashion statement. Now, the almost 30-year-old brand is changing up their identity to get in on the success. Instead of focusing on outdoorsy “kegs,” the brand says their new target audience is “Bubba baddies”—young, fashionable women who want colorful, expressive tumblers and water bottles. For their first rebranded marketing experience at Lollapalooza, the brand’s pop-up booth offered customization, charm making, and a photo booth, and it was a huge success for them. Their social posts alone pulled in more than 3M views—far outpacing their typical interaction—and the influencers they partnered with brought in even more. They even had their water bottles backstage for artists, leading to promo like an Instagram Story from Zara Larsson. (Modern Retail)
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