Britvic, the leading soft drinks manufacturer, has teamed up with us to embark on a season of activity to launch PepsiCo’s US soft drink brand SoBe in the UK. There are two products being launched under the SoBe banner – Pure Rush and V Water; SoBe Pure Rush contains naturally sourced caffeine from green coffee beans, guarana and ginseng extracts, combined with B vitamins to give you a naturally energising boost when you need it the most. SoBe V Water is a range of six flavoured spring waters that provide delicious vitamin refreshment. Both brands are inspired by the culture of South Beach, Miami.
The nationwide campaign which began on May 31st runs across 4 environments, including; festivals, retail, offices and city centres over 3 months this summer.
The 1st phase of activity, a 5 week city centre sampling campaign, will involve teams of our brand ambassadors targeting key commuter hubs, treating commuters to a natural energy boost from SoBe Pure Rush. The team will be driving a branded SoBe Land Rover and professional roller skaters will bring a slice of the brand’s Miami South Beach equity to the UK. Pure Rush will also be sampled in offices across the country with employees at their desks encouraged to join the SoBe Facebook page (www.facebook.com/sobeuk).
The final phase of activity will involve motorway service station sampling at Total and Esso targeting festival goers on their way to and from summer events, including; Isle of Wight, Glastonbury, Global Gathering and V festival.
The SoBe team will be educating consumers about Pure Rush’s great taste and challenging consumer perceptions of energy drinks, which are currently seen as artificial tasting, high in chemical content and associated with night time consumption.
To support the launch, singer Ellie Goulding has been announced as the SoBe ambassador for the UK. Her promotional video is live on the SoBeUK Facebook page now where she explores the culture and vibrant lifestyle of South Beach Miami.
The SoBe Pure Rush sampling activity is part of a larger integrated campaign which is supported by PR, social media and outdoor advertising.