Music or Magic? bubly™ Brings Michael Bublé and The Elf on the Shelf® Together to Settle When the Holiday Season Really Begins

New research from bubly reveals when Canadians start celebrating and the traditions that signal the holiday season has arrived

Key Facts

• bubly™ sparkling water beverage has launched a new holiday partnership with global superstar Michael Bublé and The Elf on the Shelf^® Santaverse to bring Canadians festive content and playful holiday moments throughout the season.
• Half of Canadians aged 18-34 say they start celebrating the holidays before December 1.
• 90% of Canadians say family traditions help make the holiday season magical.
• 70% of Canadians include holiday music among their holiday traditions.
• From November 3-9, Canadians can vote through bubly Canada's Instagram and TikTok channels (@bublysparklingca) on what officially signals the start of the holiday season: music or magic.

MISSISSAUGA, ON, Nov. 3, 2026 /CNW/ -- bubly, Canada's No. 1 sparkling beverage brand, is teaming up with GRAMMY ^® Award-winning, multi-platinum entertainer Michael Bublé and The Elf on the Shelf^® Santaverse to ask Canadians what officially signals the start of the holiday season: the music or the magic? Michael Bublé and The Elf on the Shelf ^® are playfully representing each side of the debate. The playful debate kicks off a broader holiday partnership designed to bring a little more fun and bubly spirit to the holiday season.

Music or Magic? bubly™ Brings Michael Bublé and The Elf on the Shelf ® Together to Settle When the Holiday Season Really Begins

New research commissioned by bubly suggests that the holiday countdown may begin earlier than most people think. Half of Canadians aged 18-34 say they start celebrating before December 1, compared to 39 per cent who say their holiday celebrations begin in December. Starting the holiday season before December 1 is especially common among respondents in Atlantic Canada (49 per cent) and Saskatchewan and Manitoba (47 per cent).

For many, the holidays begin to feel real when the familiar sights of the season start to appear. Decorating a Christmas tree or hanging decorations (16 per cent) and spotting holiday lights appearing around the neighbourhood (15 per cent) were the moments most likely to bring a smile and signal that the season had begun. Food and drinks are also part of bringing holiday gatherings to life. Among Canadians who include sparkling water in their holiday celebrations, more than half (51 per cent) say they enjoy bubly.

bubly Announces Holiday Partnership with GRAMMY^® Award-winning global superstar Michael Bublé and The Elf on the Shelf ^® Santaverse

The holiday kickoff debate is just the beginning. Throughout the season, bubly, Michael Bublé and The Elf on the Shelf ^® will come together for a series of festive content and playful holiday moments designed to help Canadians crack a smile. From music to magic, the collaboration celebrates the traditions and moments that make the season feel special, with bubly along for the celebration.

"bubly is all about creating moments that crack a smile, and the holidays are full of them. Whether it's gathering with family and friends over food and drinks or celebrating favourite traditions, teaming up with Michael Bublé and The Elf on the Shelf felt like a fun way to celebrate traditions that get Canadians into the holiday spirit and let them have a say in what officially kicks off the season," says Sean Cauterman, Marketing Director, Growth Brands, PepsiCo Canada.

How Can Canadians Vote in the bubly Music vs. Magic Holiday Debate?

Inspired by the survey findings, bubly, part of PepsiCo Canada's food and beverage portfolio, along with Michael Bublé and The Elf on the Shelf ^® Santaverse are inviting Canadians to weigh in on one festive question. Does the season begin with the music or the magic? With Michael representing music and The Elf on the Shelf ^® representing magic, Canadians can choose a side.

From November 3–8, Canadians can visit bubly Canada's Instagram and TikTok channels (@bublysparklingca) to cast their vote on what they believe officially signals the start of the holiday season. Voting runs through November 9, when bubly will reveal the results and settle the holiday debate.

"For me, the holidays start when the music does, but apparently The Scout Elf has other ideas.  So, this year, bubly is helping us settle the debate once and for all, and we're letting Canada decide," says Michael Bublé.

On the other side of the holiday debate, The Elf on the Shelf ^® is making the case for magic.

"The Elf on the Shelf has been delighting Canadian families for years, so we're thrilled to team up with bubly and Michael Bublé this holiday season. For many Canadians, the Scout Elf's return and the first notes of Michael's holiday music both signal that the season has officially begun, and everyone seems to have an opinion on which comes first! We love that bubly is giving Canadians a fun way to join in the debate and celebrate the magic of the season," says Christa Pitts, co-CEO, The Lumistella Company.

The holiday debate doesn't end with the vote. Canadians can follow @bublysparklingca on Instagram and TikTok throughout the season for more from bubly, Michael Bublé and The Elf on the Shelf ^®.

About the Research:

bubly commissioned Angus Reid to conduct an online survey from October 1-6, 2026, among 1,006 Canadian adults aged 18 and older who are members of the Angus Reid Forum. Respondents were required to observe at least one year-end holiday, including Christmas, Hanukkah, Diwali, Kwanzaa or New Year's Eve, and have established holiday traditions within their family. The survey was conducted in English and French. Results are accurate within plus or minus 3.1 percentage points, 19 times out of 20.

About bubly™

bubly is a sparkling water beverage brand from PepsiCo Canada known for its playful personality and colourful, flavour-forward products. Available in 13 flavours across Canada, bubly sparkling water beverage has zero sugar, zero calories, and no artificial flavours or sweeteners. With the launch of bubly POP™ soda, the brand expands into a new category for the first time. Follow @bublysparklingca on Instagram and TikTok.

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $94 billion in net revenue in 2025, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and drinks, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that places sustainability at the center of our business strategy, seeking to drive growth and build a stronger, more resilient future for PepsiCo and the communities where we operate. For more information, visit www.pepsico.ca, and follow on X (Twitter), Instagram, Facebook and Linkedin @PepsiCo.

About The Lumistella Company 

CCA and B, LLC d/b/a The Lumistella Company is the company behind Santaverse®, the official source for the stories of the enchanted world of Santa Claus. Family-owned and women-led since 2005, the company's portfolio includes a number of iconic Christmas brands, including: The Elf on the Shelf, Elf Pets and Elf Mates. As a global company operating in 33 countries, on 6 continents with 100+ licensees, our purpose is to make joyful family moments possible around the world. To learn more about The Lumistella Company, please visit https://lumistella.com/.

About Michael Bublé 

Michael Bublé has sold more than 75 million albums worldwide over the course of his extraordinary career and has enjoyed enormous success as one of the top touring artists of all time. With a career that includes 5 GRAMMYs^®,15 JUNO Awards, a star on the Hollywood Walk of Fame and Canada's Walk of Fame, 6 multi-platinum albums, and over 14 billion global streams, Michael has spent the past two decades deeply committed to not only keep the flames of the Great American Songbook alive and well - to not only breathe new life into them - but to bring his singular style, vocal power, and passion to timeless tunes that he loves. He released his self-titled debut album on Reprise Records in 2003, followed by a series of multi-platinum, #1 albums including Call Me Irresponsible (2007), Crazy Love (2009), To Be Loved (2013), Love (2018), and Christmas (2011). Michael's 11th studio album HIGHER (2022) marked his 9th Top 10 on Billboard's Top Album Sales Chart and 7th consecutive studio album to debut in the Top 3. Known for his world-class showmanship and spectacular concert production, he has performed sold out shows in over 30 countries. With unstoppable talent, energy and a voice that is equally at home singing standards, pop, swing, jazz, R&B, and comedy, Michael takes his audiences on a special journey every night - singing his heart out, serenading them with beautiful love songs, making them laugh, cry, and dance - to give them an evening they will never forget. In September 2024, Michael joined the powerhouse coaching panel on NBC's The Voice, taking home back-to-back wins on both Seasons 26 and 27. The two-time champion then returned for Season 28 in 2025, which marked a historic, third consecutive season as a coach on the show.

SOURCE PepsiCo Canada

For more information: Samiha Fariha, PepsiCo Canada, [email protected]