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Naomi Campbell kisses lizard in SoBe summer ad
SoBe Life Water has launched a follow-up television advertisement to the sensational Super Bowl TV spot featuring supermodel Naomi Campbell.
SoBe Life Water has launched a follow-up television advertisement to the sensational Super Bowl TV spot which featured supermodel Naomi Campbell dancing to the Michael Jackson song ‘Thriller’, broadcast at the Super Bowl in February.
The latest 30-second advert brings the trademark animated lizards back to the dance floor. This time the soundtrack for the campaign is ‘Black Magic Woman’ by Carlos Santana and besides dancing with the lizards, Naomi Campbell also kisses one of them.
The campaign introduces three new flavours of SoBe Life Water: agave lemonade, yuzu black currant and goji melon. SoBe Vice President of Marketing Jeff Dubiel said the SoBe Life Water lizards have become pop culture personalities and have developed a following.
The marketing chief highlighted that SoBe Life Water is making strides against its strongest competition in the US vitamin enhanced segment: glacéau vitaminwater owned by Coca-Cola.
SoBe Life Water’s volume was up 144% last year, but overall sales are still more than 14 times less than its Coke rival.
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Beverage Innovation is a monthly periodical examining the new product launches, ingredients, manufacturing and consumption trends in every sector of the non-alcoholic drinks industry.
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