News Published on 19 Jun, 2009
SoBe Lifewater zero-calorie range expands
PepsiCo has added Acai Fruit Punch and Mango Melon to the zero-calorie range of Sobe Lifewater, the company’s popular enhanced bottled water range.
The company has announced that a multifaceted marketing campaign will be staged over the next couple of months, or the ‘Summer of SoBe’ as the soft drink maker has called the period.
“SoBe is set to embark on its most aggressive and widespread marketing campaign, utilising the hottest social media platforms while leveraging traditional advertising and promotional elements in exciting ways,” said a Pepsi press statement.
The zero-calorie line-up of Sobe Lifewater, naturally sweetened with stevia plant extracts, also includes flavour variants called Fuji Apple Pear, Black and Blue Berry and Yumberry Pomegranate. The beverages are infused with a mix of antioxidant vitamins C and E, essential B vitamins and herbal ingredients.
SoBe’s aggressive marketing campaign incorporates a sampling programme, with more than three million samples of SoBe beverages distributed at summer events across the US, and a dedicated weekly party held in New York City called ‘SoBe Summer Fridays’, that will feature rotating media partners and unique themes each week.
SoBe also plans to connect with consumers via Twitter by following tweets from Lee the Lizard (a character that has featured in screen advertisements). A new application on SoBe Lifewater’s Facebook page enables friends to gift virtual SoBe Lifewater products to friends, features links to a ‘buy one, get one digital’ coupon offer, and promotes SoBe sampling events via Google Maps.
In terms of screen advertising, new TV spots are planned for the brand featuring the popular SoBe Lizards, highlighting the new zero-calorie flavours and the entire zero-calorie SoBe Lifewater portfolio.
Source: PepsiCo