SoBe Beverages TV :30 "Cooler"
SoBe's first TV commercial introduced SoBe to a national audience shortly after PepsiCo's acquistion of the brand in 2002. SoBe's prior marketing efforts were initiated through aggressive and clever grass-roots marketing, which generated a anti-corporate image, which PepsiCo wanted to maintain.
Broadening SoBe’s reach to introduce new consumers to trial SoBe’s healthy refreshment line of beverages would require an execution that would not alienate existing and loyal SoBe drinkers.
"Cooler" incorporates three of SoBe’s most popular "Team Lizard" athletes: Street Luger and Downhill Skateboarder, Biker Sherlock, Mountain Bike Champion, Shonny Vandlandingham; and Downhill Skier and Olympic Silver Medallist Bode Miller. NY’s Rockridge Deli, (where the first SoBe was sold) was recreated on a Hollywood set to maintain the authenticity of SoBe's roots.
The SoBe cooler serves as a metaphor for everything SoBe represents. For people that understand and live SoBe’s lifestyle, the cooler offers a variety of flavors to match their individuality. For those that don’t, like the
“wannabe” in the spot, SoBe suggests, “SoBe Yourself.”
Broadening SoBe’s reach to introduce new consumers to trial SoBe’s healthy refreshment line of beverages would require an execution that would not alienate existing and loyal SoBe drinkers.
"Cooler" incorporates three of SoBe’s most popular "Team Lizard" athletes: Street Luger and Downhill Skateboarder, Biker Sherlock, Mountain Bike Champion, Shonny Vandlandingham; and Downhill Skier and Olympic Silver Medallist Bode Miller. NY’s Rockridge Deli, (where the first SoBe was sold) was recreated on a Hollywood set to maintain the authenticity of SoBe's roots.
The SoBe cooler serves as a metaphor for everything SoBe represents. For people that understand and live SoBe’s lifestyle, the cooler offers a variety of flavors to match their individuality. For those that don’t, like the
“wannabe” in the spot, SoBe suggests, “SoBe Yourself.”
