NEW YORK Looking to keep the pressure on Coca-Cola's Vitaminwater, competitor SoBe Lifewater is getting social this summer.
The PepsiCo-owned brand will lean heavily on traditional ads as well as an extensive social media campaign to promote its two new flavors: Acai Fruit Punch and Mango Melon.
The latest additions to its zero-calorie product line are both naturally sweetened by Stevia. New 15-second TV spots from The Arnell Group air this month starring the brand's lizard mascot. Out-of-home will support in four key markets.
Ads will include a callout to SoBe's Twitter address: @sobeworld. Here, fans can read Tweets from Lee the Lizard. SoBe also launched a Twitter aggregator at Tweelife.com designed to "bring the best of summer to online followers," according to the company. On Facebook, friends can "gift" a virtual Lifewater; doing so links to a digital coupon and yields access Google Maps showing where sampling efforts are being held. Throughout the summer, SoBe will distribute 3 million samples at events.
"What better time of year to provide consumers more variety in the healthier beverages they seek and exclusive access to the hottest social events," said Angelique Krembs, SoBe marketing director at Pepsi-Cola North America Beverages, in a statement.
The brand spent $26 million in domestic measured media in 2008 and $10 million in the first quarter of this year, per Nielsen.
Nielsen Business Media