Beverage brand SoBe this summer is executing an experiential campaign to generate trial and awareness for its new flavors. The campaign is part of an integrated effort, the largest for the PepsiCo-owned brand since 2008, called Try Everything, which also includes TV, radio and Internet.
SoBe Launches ‘Try Everything’ Campaign
The experiential component launched on May 25 with a celebrity kick-off in New York City’s Madison Square Park that had A-listers engaging in challenges inspired by the new drinks. Hilary Duff challenged fans at Mango Melon bowling, with real melons; Jessica Szohr led a Fuji Apple Pear toss. Kate Upton milked a fake cow in a SoBe Orange Cream challenge and Bernie Williams held a golf-themed Green Tea challenge. Attendees also could try their hand at building giant sand lizards in a sand-castle building competition or dancing at a rooftop dance party, all while sampling the new flavors.
Beginning on June 3 and throughout the summer, Try Everything will travel to five cities—Chicago, Denver, Los Angeles, Portland and Seattle—as well as its New York launch pad, with vintage vehicles designed to facilitate fun and off-beat experiences inspired by SoBe’s 31 flavors. Attendees can screen-print a T-shirt, spin tunes on mobile turntables, visit a Tiki bar or play retro arcade games. The custom cars play on the cultural aesthetic of each locale with experiences at art galleries, small festivals and other unique venues. Los Angeles street artist The Art of Chase painted a SoBe Scout vehicle on Venice Beach.
“The tour conveys SoBe’s spirit and attitude of fun, young, irreverent and unexpected,” Andrew Katz, director of marketing at SoBe, told Buzz. “Our consumers are millennial seekers. They like to get out and try new things. It’s all about experimentation.” Agency: Motive, Denver.