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Charlie XCX - Sobe Brand Activationsobe ride the wildSobe bottom
Sobe games brand activationsobe ride the wildSobe bottom
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sobe pool party brand activationsobe ride the wildSobe bottom

How do you keep a brand young when your fanbase is all grown up?


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: winning 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.


We responded the way any self-respecting 21 year-old would: with a sizzling party. At our 21st Birthday Pool Party in Las Vegas, guests sipped SoBe cocktails poolside at the SLS Hotel, kicking back with celebrities and playing SoBe games to score premium brand merchandise. Our high-profile guests were snapped in branded photo ops, amplifying the SoBe message across their networks and press. An electric headlining set from Charli XCX left guests in no doubt that SoBe is so now.

The event was the climax of a US-wide tour starring SoBe products – a sequence of engagement and sampling events informed by data-driven insights. Analysing national product availability, we designed a strategy for sales support routing based on product distribution.

We activated our national strategy at regional level by identifying market-specific consumer trends, and establishing brand presence across multiple touch points for each local target audience – including retail, lifestyle and ‘away from home’.


Over 500,000 samples distributed; 20,000+ attendees at curated brand events; 14.2M media impressions

What we did

  • Event planning and production
  • Secured high-profile attendance
  • Brand imagery and assets
  • Go-to-market strategy
  • Local sales support
  • Sampling