SoBe Selects Oneworld

NEW YORK–PepsiCo’s SoBe has tapped Oneworld Communications to handle a TV project, the agency confirmed. The Wesport, Conn., agency won the work following a review that included Fallon and Merkley Newman Harty & Partners, both in New York [Adweek, April 1]. The beveragemaker’s entire account is estimated to be worth about $10 million. The campaign will include one or two TV spots, an agency representative said, that could begin airing on cable stations as early as next month.

Previous marketing efforts by SoBe, which could not immediately be reached, included a radio campaign via the shop now called Tierney DeGregorio Advertising in Philadelphia, along with in-house sponsorships and guerilla marketing campaigns.

Norwalk, Conn.-based SoBe, whose logo consists of two lizards in a ying-yang position, markets teas and energy drinks and competes with juicemakers including Snapple and Vitamin Water.

Oneworld was founded in 1999 by Bruce Burke, a former vp for the NFL. The shop has mainly worked with sports organizations, such as the U.S. Tennis Association and the National Hockey League.

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