Encore for SoBe lizards
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- July
- 16
SoBe Life Water’s Super Bowl ad featuring supermodel Naomi Campbell dancing to the song “Thriller†became an Internet sensation and was viewed online more than 5 million times in the two weeks after the big game. It was the most watched Super Bowl ad on YouTube. The Purchase-based beverage maker is bringing its trademark lizards back to the dance floor in a followup that again features Campbell.
This time, the leggy model will groove to the classic “Black Magic Woman.†The new 30-second ad, debuting this week, introduces three new flavors of Live Water: Agave Lemonade, Yuzu Black Currant and Goji Melon. SoBe Life Water is owned by PepsiCo, which also makes Gatorade, Propel and Aquafina non-carbonated beverages.
Jeff Dubiel, vice president of marketing for SoBe, said the SoBe Life Water lizards have become pop culture personalities and have developed a following.
John Sicher, editor and publisher of Beverage Digest in Bedford Hills, said the company has become identified with the lizard. “The lizard has been a wonderful, whimsical identifier for a long time,†he said. Sicher said that SoBe Life Water is making strides against its strongest competition, Glaceau’s Vitaminwater, which sold 100 million cases last year. Life Water’s volume was up 144 percent last year, to 7 million cases.
This entry was posted
on Wednesday, July 16th, 2008 at 12:32 pm by Julie Moran Alterio.
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