When a small business sets out to shake things up in an industry, it often follows one of two paths: encountering adversity and setbacks or achieving remarkable success. For Melbourne-born soft drink pioneers, bobby – it’s the latter. bobby does things differently, and that’s exactly what we like about them.

bobby emerges with a refreshing alternative – bold, innovative, and unapologetically unique, driven by a mission for better. Founder, Kristian Johannsen, shares, "With prebiotic soft drinks gaining momentum in the US, we thought it was time to bring Aussies and Kiwis a better-for-you soft drink alternative.” To really get to know what makes bobby special, we spent a day with them, in their bright orange Vito:

1. What is the team’s favourite flavour?

Our preferences often shift based on mood, but our heavy rotation at the moment is Passion Fruit, Lemon Lime and Cola.

2. Describe bobby in 3 words.

Unconventional. Cheeky. Yummy.

3. Where does the name bobby come from?

Originally the name came from Johannsen’s grandfather. It not only reflects the brand's personality but also fosters a more personal connection with bobby lovers.

4. What do you use your van for?

Our sales representative Maggie takes the Vito out on the road most days. With so much space in the van she's able to visit our customers and sample our product range with ease. Not only is it perfect for the sampling, but it’s essentially a billboard on wheels!

5. If bobby was a colour, what one would they be and why?

bobby embodies vibrancy and energy, making Orange the perfect fit, hence why we wrapped our Vito in bobby orange.

During our day with the bobby team, we watched on as they prepped for their second magazine launch event, defying conventions once more. Not many soft drink companies are also in the publishing business. Their Marketing Manager, Carol Saad explains, "It's a bit different, but that's what bobby is!" The magazine delves into the brand's ethos, profiling local businesses and documenting all they have been up to in the past few months.

What stands out about bobby is their distinctive blends evoking nostalgia and charming taste buds while still accomplishing the low calorie, low sugar offering they are known for. Reflecting on their success, Saad shares, "The release of our Creamy Soda flavour blew up, as people were taken on a nostalgic journey back to their childhood."

Driving through urban Melbourne streets in their vibrant orange Vito Panel Van, bobby sparks conversations, ‘what’s bobby?’ is often overheard once reading the Vito’s energetic wrap. It's a deliberate choice reflecting bobby's commitment to greatness. Saad explains, "We wanted a van that looked as good as it performed."

bobby's future is as bright as their van, and we can’t wait to see what they do next. Find them online in Australia here and in New Zealand here.

Words by Isaac Sherburn

Shot on location by Sansberry and Kevin Duran Du

With special thanks to Coe&Coe

Content commissioned by Mercedes-Benz Australia/Pacific Pty Ltd.