SoBe Celebrates Adrenaline Junkies

NEW YORK Squeaky Wheel Media has launched a new online initiative for SoBe that showcases “Team Lizard,’ a group of athletes sponsored by the Pepsi-Cola North America-owned beverage brand.

The site ( carries the schedule, statistics, biographies, photos and videos of skydiver Greg Nevolo, skateboarder Ryan Sheckler, alpine skier Bode Miller and snowboarder Torah Bright, among other adrenaline junkies. Team Lizard, named after the twin lizards on the label of SoBe’s bottle, can also be accessed via

“The purpose of the new Team Lizard environment was to support the athletes’ fan base and SoBe’s offline efforts with an online repository of information and relevant content,” said Ed Mullen, Squeaky Wheel creative director. TV spots from One World Communications in Westport, Conn., also feature the athletes.

The New York interactive agency landed the assignment based on the Norwalk, Conn.-based client’s ties to Squeaky Wheel president and CEO Anthony Del Monte. Del Monte worked on the brand when he was partner, vice president of sales at Renaissance Multimedia in New York in the mid-’90s.

Other features of the site include message boards, e-cards, screensavers, promotions and an online shop.

Squeaky Wheel, which opened in December 2001, has eight staffers servicing clients like Chelsea Premium Outlets and Friendship Cottage Cheese.