SoBe kicks off Try Everything campaign

PURCHASE, N.Y. — SoBe has implemented a full-scale integrated marketing campaign.

The beverage brand said that its latest campaign, dubbed "Try Everything," is the biggest effort made since 2008. The Try Everything campaign combines television and radio advertisements, in-market grassroots programming and a revamped SoBe website.

This month, the brand is launching two 90-calorie teas: SoBe goji pear yerba maté and SoBe white peach oolong tea, which are naturally sweetened with real sugar and PureVia, enhanced with Chinese ginseng and Brazilian guarana, and infused with vitamin C.

“‘Try Everything’ marks a major milestone in the evolution of SoBe,” SoBe senior director of marketing Andrew Katz said. “We think it distinguishes us with consumers and in the beverage category while pushing the brand more deeply into the social consciousness. The possibilities are endless when you’re up for trying everything, whether it’s a new flavor from our SoBe Lifewater, Elixirs and Teas, discovering a new band or learning a new language.”

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