SoBe® Rallies Millennials to "Try Everything"

Immersive Campaign Offers New Experiences, New Tastes; Los Angeles Angels of Anaheim Ace Jered Weaver Among the First to Answer the Call

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PepsiCo

May 18, 2011, 07:09 ET

PURCHASE, N.Y., May 18, 2011 /PRNewswire/ -- SoBe® is giving adventure-seekers the chance to "Try Everything," from new flavors and drinks to new experiences with the launch of an immersive marketing campaign that kicks off May 18.

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(Photo: http://photos.prnewswire.com/prnh/20110518/MM92358 )

"Try Everything" begins with a television ad featuring Los Angeles Angels of Anaheim pitching ace Jered Weaver who's inspired by SoBe® Lifewater® flavor, Fuji Apple Pear to try something new on the pitcher's mound. Instead of firing his signature fastballs, Weaver's hurling 95-mile-per-hour Fuji apples -- with not so predictable results. Another SoBe spot featuring a staring contest with Sports Illustrated Swimsuit 2011 Rookie of the Year, model Kate Upton will air this summer.

"Drinking SoBe Lifewater Fuji Apple Pear while pitching Fuji apple fastballs was not a hard day's work," said Weaver. "I had a blast trying something new with SoBe and hope my ad inspires fans to mix it up and try something they've always wanted to do."

SoBe's "Try Everything" campaign, the brand's most ambitious effort since 2008, fuses TV, radio and street-level out-of-home in NY and LA with in-market grassroots programming and a revamped SoBe.com that brings the campaign to life virtually, offering fans a blitz of fun and offbeat must-try-and-share experiences and experiments, all inspired by the brand's diverse product portfolio.

"SoBe knows that life is more interesting when you try something new, whether it's a new flavor or a new experience," says Andrew Katz, senior director of marketing, SoBe. "'Try Everything' marks a major milestone in the evolution of SoBe. We think it distinguishes us with consumers and in the beverage category, while pushing the brand more deeply into the social consciousness. The possibilities are endless when you're up for trying everything, whether it's a new flavor from our SoBe Lifewater, Elixirs and Teas, discovering a new band or learning a new language."

"Try Everything" was envisioned as a true 360-degree campaign developed by a cross-channel team of agencies including Anomaly (advertising); Firstborn (digital); Motive (in-market sampling and events) and Weber Shandwick (PR).

"Try Everything" Online and in a City Near You

Those who are thirsty for more can head to SoBe.com where new "Try Everything" digital experiences will be introduced each week. From a different take on SoBe Lifewater's Fuji Apple Pear's fast Fuji apple to making out with the office hottie as fueled by SoBe Citrus Energy to being inspired by SoBe Orange Cream to digitally milk a cow, you can try them all.

But, the SoBe Lizard isn't done yet. SoBe will bring the rally cry of "Try Everything" to six cultural-hotbed markets across the country this summer. SoBe Scout marketing teams will be hitting the streets in New York, LA, Chicago, Denver, Portland and Seattle; encouraging Millennials to truly "Try Everything" by facilitating hands-on opportunities and unique experiences, such as building a giant sand-lizard in an impromptu sandcastle building contest inspired by SoBe Pina Colada Elixir; joining in on a rooftop dance party fueled by SoBe Lean Honey Green Tea; or learning to mix beats, inspired by SoBe Lifewater Cherimoya Punch, alongside a local pro.

Wherever the SoBe Lizard is spotted this summer, whether at the beach, a local art fair or underground showcase, SoBe will be bringing consumers the chance to try something new, including the 31 flavors of SoBe Lifewater, Elixirs and Teas. The program goes live June 3 in New York, LA, Chicago, Portland; Seattle and Denver are slated to launch mid-summer.

Also coming in May 2011 from SoBe, two new delicious, low calorie, invigorating tea varietals in unique flavors: Goji Pear Yerba Mate and SoBe White Peach Oolong Tea. Both are naturally sweetened with a blend of real sugar and PureVia, are enhanced with Chinese ginseng and Brazilian guarana and infused with antioxidant vitamin C. Each bottle is only 90 calories.

Go to SoBe.com or follow the SoBe Scouts on Facebook to learn where the SoBe Lizard is headed next and about new flavors and drinks. In fact, there are more than 31 varieties to try, available at stores nationwide. Tip one back and tell us on Facebook.com/SoBe what you've been inspired to try. Or, follow us at @sobeworld to share how you #tryeverything.

About SoBe

SoBe is a product of Purchase, N.Y.-based Pepsi-Cola North America Beverages (PCNAB). In addition to SoBe, the PCNAB portfolio features market-leading liquid refreshment beverages, including the Pepsi, Mountain Dew, Sierra Mist and Mug trademarks in the carbonated soft drink category and the AMP Energy, Aquafina and Propel trademarks in the non-carbonated arena. PCNAB also produces and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. Please visit www.pepsiproductfacts.com for additional information. PCNAB is a division of PepsiCo, which offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.