SoBe

The Challenge

In 2016, soft drink label SoBe turned 21. But their big milestone came with a problem. With their loyal fanbase now maturing beyond their demographic, SoBe urgently needed to make friends their own age and win the attention of millenials who were unfamiliar with their brand. This selective audience could never simply be told that SoBe is awesome. They’d really have to feel it. – and better yet – believe it.

The Solution

ALB responded to the challenge with the #SoBeNotSorry fully integrated brand experience campaign. We kicked the campaign off in the way that any self-respecting 21 year old would - with a sizzling 21st Birthday Pool Party in Las Vegas.

Here guests sipped SoBe cocktails poolside at the SLS Hotel, kicking back with celebrities and playing SoBe games to score premium brand merchandise. An electric headlining set from Charli XCX left guests in no doubt that SoBe is so now.

We boosted revenue for the brand by analyzing national product availability and designing a strategy for sales support routing based on product distribution.

And that was just the beginning. Our engagement strategy included a nationwide tour starring SoBe products, which was designed to amplify the #SoBeNotSorry message and continue to convert cool kids across the country into brand fans.

That national strategy was customized to drive regional impact by identifying market-specific consumer trends and establishing brand presence across multiple touch points for each local target audience – including content retail, lifestyle, and ‘away from home’.

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