SoBe needed fresh communication and an unconventional approach to capture young males? attention to keep the brand relevant, but the target was challenging to engage, having grown up digital.

With those insights, SoBe launched the ?Try Everything? campaign, delivering once-in-a-lifetime moments. A combination of media partnerships and exclusive access was used to re-launch the brand and regain relevance for SoBe, making other beverages look conventional, flat and boring.

SoBe infiltrated media with the Try Everything Challenge: epic experiences centered on sports, women and gaming; areas our target was passionate about. Executions included Major League Baseball pitcher Jered Weaver throwing apples to batters on TV; supermodel Kate Upton engaging in a virtual staring contest via mobile; a mobile gaming integration for the iPhone and a contest rewarding SoBe drinkers.

SoBe?s Try Everything Challenge pioneered a new way for brands to partner with celebrities in the mobile space.