SoBe Plays Up New Flavors with Themed Experiences
SoBe’s Try Everything campaign was aimed at generating trial and awareness for the brand’s newest flavors. The initiative was part of an integrated effort that also included TV, radio and Internet.
To launch the experiential component, SoBe held an event 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 hands at building giant sand lizards or dancing at a rooftop dance party, all while sampling the new flavors.
In addition to New York, Try Everything hit five other cities—Chicago, Denver, Los Angeles, Portland and Seattle—with vintage vehicles designed to facilitate fun and off-beat experiences inspired by SoBe’s 31 flavors. Attendees could screen-print t-shirts, spin tunes on mobile turntables, visit a tiki bar or play retro arcade games. Cars were customized to connect with the local aesthetic at each stop, 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,” said Andrew Katz, director of marketing at SoBe. “Our consumers are millennial seekers. They like to get out and try new things. It’s all about experimentation.”