Australian soft drink brand Bobby has partnered with Lucy Jackson and Nikki Westcott, co-hosts of the Happy Hour podcast, to launch a limited-edition flavour: Strawberries & Cream.
The release marks Bobby’s first co-created flavour with external collaborators and reflects the brand’s strategy to tap into popular culture through partnerships.
The new beverage features a blend of strawberry and vanilla flavours with a smooth, creamy finish and is positioned as a better-for-you alternative.
Each can contains 30 calories, is 98 per cent sugar-free, and includes prebiotics. The drink is also vegan, gluten-free, and non-GMO.
Bobby founder Kristian Johannsen said that partnering with the podcasters was a “no-brainer”.
“Their loud, wild, and unfiltered energy matches everything Bobby stands for,” she said.
Bobby described the collaboration as “genuinely authentic,” with Jackson and Westcott actively involved throughout the process, from shaping the initial flavour concept to participating in taste tests and contributing to the overall brand execution.
“We didn’t just want our faces on a can, we wanted a drink that felt like us,” said Jackson. “Strawberries & Cream is nostalgic, fun, a little cheeky – basically everything Happy Hour stands for.”
“We’re so excited to also have something that’s not alcoholic for the punters to enjoy – creamy and completely satisfying without all the crap,” added Westcott.
Bobby’s Strawberries & Cream flavour is available for an RRP of $36 for a six-pack at Coles and Metro stores nationwide.
