SoBe(stylized asSoBe) is an American brand ofteas,fruit-juice blends and enhanced water beverages owned byPepsiCo.The name SoBe is an abbreviation ofSouth Beach,named after the upscale area located inMiami Beach, Florida.In the past, the SoBe name has also been licensed forgumandchocolateproducts. SoBe switched from glass bottles to plastic bottles for all of its beverages in 2010.
SoBe began as theSouth Beach Beverage Company,a drink manufacturer based inNorwalk, Connecticutfrom 1996 to 2001. It was founded by Kevin McGovern, and co-founded byJohn Belloand Tom Schwalm in 1995. Their first product wasSoBe Black Tea 3Gwhich containedginseng,guarana,andginkgo.[1]It proved to be popular and led to the introduction of other flavors. The company was bought byPepsiCoin October 2000.[2]
Mr. Greenwas a short-lived carbonatedsodaoffered by SoBe, widely released in the United States as a tie in with the release of the hit movieHow the Grinch Stole Christmasstarring Jim Carrey. Shipping in April 2002 and first available to consumers in May, it was produced in 12 oz cans, 20 oz bottles, and 1- and 2-liter bottles.[4]It was a rare carbonated beverage offered by SoBe.[5]
The soda's mascot of the same name was described as a "cyber lizard" in SoBe's press release. This character was a modernized version of the lizard found on other SoBe products.[6]
Mr. Green was tinted green, and includedginsengfor flavor and added energy.[3]
Lizard Talesis a monthly digital newsletter published by SoBe for their fans. The newsletter provides consumers with product updates, promotions and cultural trends.
In 2000, SoBe launchedAdrenaline Rushwhich was marketed toward action sports.[7]
Heads or Tailswas the name of the SoBe under-the-cap promotion where consumers could instantly win prizes, including SoBe apparel,Apple iPods,Apple MacBook Pros,or product coupons for future purchases.
The 2001 gameOddworld: Munch's Oddyseefeatures vending machines in the game that dispense SoBe drinks. This was only available in the North American version of the game.
The 2004 gameDriv3ralso features vending machines (which don't work), along withbus adsand a SoBe themed truck in game.
Starting in 2007, SoBe sponsored theChicago Rushcheerleaders of theArena Football League.The Rush dance team was called the SoBe Adrenalin Rush Dancers.
In 2008 & 2009, SoBe had Super Bowl ads in support of SoBe Lifewater.
In 2010, SoBe Lifewater partnered withAOL FanHouseto bring college basketball fans a bracket challenge where they could play theirbracketagainst the brackets of celebrities, includingKendra Wilkinson,Brooklyn Decker,Jerry RiceandKenny "The Jet" Smith.Those fans whose bracket beat a celebrity bracket had a chance to meet them. If a fan had a perfect bracket, they could win up to $10,000,000.
From 2010 to 2012, SoBe Lifewater partnered annually with actresses for their 'Skinsuits' campaign, Starting withAshley Greene[8]in 2010,Jessica Szohr[9]in 2011, and ending the campaign in 2012 withYvonne Strahovski[10]
In 2011,Ellie Gouldingwas announced as the UK face of SoBe. As part of the campaign she spent time in South Beach, Miami interviewing locals and traveling to South Beach hot-spots.
In July 2011 SoBe partnered withMike Tyson: Main Eventin launching a mobile gaming campaign for the brand's teas, fruit juice blends, and enhanced waters.[11]
