SoBe Sets Stage for Major Summer Promos
Sobe Beverages is set to kick off the summer season with four major promotions and events all focusing on health and wellness.
An under-the-cap promotion is set to break May 16 on 61.9 million caps. The campaign features colorful creative of the longtime spokeslizard Mr. Green, dressed and ready for a work out. One in 12 bottles of SoBe Lean and other SoBe beverages will score a prize ranging from a Jeep Liberty Renegade to free music downloads from SoBeSounds at BuyMusic.com. In between, players get the chance to win one of 5.4 million prizes including two-week memberships from Bally Total Fitness, George Forman Next Grilleration grills, spa trips to the Mandara Spa at the Paris hotel, tickets for the We Will Rock You theatrical production and buy-one-get-one free offers for SoBe products. Losing caps also have sayings, such as “No one said working out was easy. Please try again.”
Concepting for the promotion was done by 86 the Onions, Venice, CA, and is a take-two on last year’s Lizard Liberation under-the-cap promo.
The SoBe LeanCities tour, with Eric Harr, a health and fitness expert and professional triathelete, began this month. The tour will make 12 stops at cities recognized as America’s healthiest before coming to a close in Honolulu in September. At each stop, Harr will present the mayor with the recognition. Harr will also make an appearance at a local Bally’s Total Fitness center to give a seminar and hand out samples.
SoBe is also a sponsor of Summer Fest, to be held June 24 through July 4, in Milwaukee, WI. The 11-day event draws more than 1 million attendees who come to drink beer, eat and enjoy both top name entertainers and unknowns on 13 stages. SoBe will sponsor the SoBe Sound and Fury Headquarters, a place where young people can interact and sample product in a lounge setting. A free-style motor cross demonstration will be part of the events by SoBe.
Also this summer, SoBe sponsors the Bank of the West Beach Games in Huntington Beach, CA, the U.S. open of surfing.
“Overall, SoBe is an energetic and active brand and all these events and programs are consistent with that message,” said Kristine Hinck, a spokesperson for Sobe, a brand owned by Pepsi Cola North America. “We pride ourselves on one-on-one interaction with consumers and all these events allow us that opportunity.”
Events are handled in house.
