Bubly Launches ‘The Super Mario Galaxy Movie’ Retail Hunt With 50 NASA Trips

Bubly is turning the soda aisle into a video game level.

To mark the theatrical release of "The Super Mario Galaxy Movie," the sparkling water brand has rolled out three limited-edition flavors and collectible packaging.

The collab also includes a sweepstakes that sends fans to the Kennedy Space Center Visitor Complex.

In partnership with Nintendoand Illumination, Bubly introduced Meteor Melon, Cosmic Swirl, and Dragonfruit Stardust. 

Each is packaged in color-changing cans that reveal Lumas when chilled.

Core flavors like Lime, Blackberry, Cherry, Grapefruit, and Strawberry are also getting special-edition character packs featuring Mario, Luigi, Princess Peach, and Bowser Jr.

“Super Mario is one of the most timeless and beloved franchises in entertainment, inspiring a sense of adventure and exploration for fans of every generation,” said Michael Smith, VP of Marketing for bubly Sparkling Water.

“We're thrilled to bring the magic of this universe into the grocery aisle and be part of fans' excitement leading up to the film.”

The Flavor of Space Adventure

In true Mario fashion, the mechanics behind the sweepstakes are built like a game. Hidden inside select 8-packs are 50 rare “Galaxy Cans” featuring Rosalina.

When you find one, you unlock a grand prize trip for two to NASA's Kennedy Space Center Visitor Complex in Florida. 

Each winning can carry a unique code worth 6,375 Star Bits, which powers entry into the Galaxy Getaway drawing.

The broader Galactic Mission program lets consumers scan cans to earn between 1 and 5,000 Star Bits, redeemable for movie tickets and limited-edition merch through May 8.

Bubly is also extending the experience into theaters.

Fans who watch the film at select Regal and Marcus Theatres locations can enter on-site for another shot at the grand prize before April 16.

Overall, the efforts combine retail discovery, digital scanning, and experiential rewards into one unified loop.

But what makes Bubly's efforts stand out in particular is the added game layer, turning its sparkling water cans into playable media.

The limited-edition Bubly flavors are set to be available nationwide and through TikTok Shop, tightening the loop between fan culture and commerce.

"The Super Mario Galaxy Movie" hits theaters on April 1.

Bubly’s Galactic Mission Teaches Us How to Execute a 360 Campaign

Bubly’s movie integration shows brands how to stretch a film launch across retail, digital, and physical touchpoints. Marketers, take note: 

• Limited-edition products create shelf disruption, and packaging can also act as interactive media.
• Purchase incentives drive engagement, with simple high-reward mechanics extending the experience beyond the product.
• Linking retail participation to live entertainment captures attention when excitement is already high.

Last year, Bubly’s parent company, PepsiCo, reported $93.9 billion in net revenue for 2025, showing the scale behind such franchise-driven activations.

Consistent cross-channel marketing reinforces recall long after the premiere, keeping the brand visible outside a single campaign window.

Our Take: Does Fandom Travel Farther Than Flavor?

Bubly went the extra mile by building a side quest for fans inside the grocery store.

I can imagine a kid convincing their parent to grab "just one more pack" to hunt for Rosalina, and I think that's the magic of this campaign.

When a brand capitalizes on the marketing benefits of packaging design, it becomes part of the adventure.

It's this very sense of discovery that might matter more than the flavor notes themselves.

In other news, PepsiCo also reinvented its classic snacks by swapping their flavors with one another in its first creator-led campaign.