In January, Pepsi sent a “Stuff Monster” stomping around New York City to promote its Pepsi Stuff giveaway campaign. Now the beverage company is bringing more marketing giants to Times Square with an outdoor campaign keyed to the “Dancing Lizards” Super Bowl spot for its SoBe Life Water hydration brand.
The SoBe lizards who shook their groove thing with supermodel Naomi Campbell will start showing up on video walls in the marquee Manhattan crossroads on March 19 and in a large billboard later in the month, featuring a huge reptile with a bejeweled “SoBe” in his grin. From there, the outdoor campaign will spread to other major metro markets around the country.
The billboard initiative picks up on the momentum created by the SoBe Super Bowl commercial, titled “Thrillicious,” in which Campbell danced to Michael Jackson’s “Thriller” accompanied by a gang of animated lizards representing the iconic reptile on the SoBe label.
According to PepsiCo, the spot received a hefty 5 million online views in the two weeks following the big game—1 million of those on YouTube alone.
“This billboard blitz will enable consumers to experience on a street level the uniqueness of SoBe, the SoBe lizards and the overall ‘Thrillicisous’ movement from New York to Los Angeles, no matter where they work and live,” said Massimo D’Amore, CEO of PepsiCo Americas Beverages, in a statement.
SoBe recently reformulated five low-calorie flavors in its Life Water product line with a mix of antioxidant vitamins and herbal ingredients.
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