JDK Unveils Outdoor, Radio Ads for Sobe

BOSTON Jager Di Paola Kemp Design’s new campaign for Sobe Adrenaline Rush depicts the energy drink as the perfect beverage for a hectic lifestyle.

One execution shows two women in a dance club looking at a young man who is fast asleep. The headline reads, “Imagine what you’re missing. Sustained energy for non-stop living.”

The campaign positions Sobe as a beverage that can be enjoyed on a variety of occasions and targets new consumers who may not have tried energy drinks yet, according to Michael Jager, creative director at the Burlington, Vt.-based shop. “[We wanted] to make a statement about occasions [where Adrenaline Rush] could be used, whether you’re a working mom or a [skateboarder] working retail, life is nonstop.”

Adrenaline Rush is a passion fruit-flavored energy drink supplemented with taurine, guarana and ginseng as well as vitamins, according to the company’s Web site.

Outdoor, transit and radio executions break April 4 in cities across the country including New York, Dallas, Seattle and Los Angeles, according to Dan Schorr, brand director at Pepsico’s Sobe in Norwalk, Conn.

JDK has worked with the client for four years.