SoBe Collaborates with 3D Street Artist, Tracy Lee Stum, to Map the “Worlds of Flavor”

SoBe, a Pepsico-owned brand, matches the multi-level tastes of its drinks with the impressive technique of creating three-dimensional paintings in its new campaign “SoBe 3D Worlds of Flavor” in the U.S. cities. The soft drinks brand collaborates with celebrated 3D street artist, Tracy Lee Stum, tapped to paint interactive 3D landscapes of the exotic destinations where SoBe drink ingredients come from. Each of the installations will be dedicated to one of the flavor, Yumberry Pomegranate, Blood Orange Mango, Strawberry Kiwi and Pacific Coconut, and various parts of the world.

Photo: A finished look at the SoBe 3D Worlds of Flavor in Phoenix, www.facebook.com/sobe (click to enlarge)

Tracy Lee Stum, Guinnes Record holder for «the world’s largest chalk painting by an individual,» uses various materials including vinyl, paint, and street chalk to create her striking street art installations. The piece in the series of impressive murals already lives in Phoenix, Ariz.—from April 24 through April 30, anyone can see it with their own eyes at Chase Field. It features a striking imagery of a blue lagoon (a lizard silhouette can be spotted on the bottom) and a hanging bridge above it, with rocks, green trees and bushes around. SoBe invites to “Explore new worlds of flavor,” engaging in the promotion by tasting the samples, taking pictures on the spot and uploading them to social media platforms.

The 3D experiences bring to life the carefully crafted SoBe flavors in their natural habitat. SoBe treats every day as a chance to discover something new and live in the moment. With a blend of unique ingredients like cava cava and dandelion root, and with bold flavors like acai and cherimoya, SoBe is always committed to bringing a taste of the exotic,” commented Patty Montagno, Senior Brand Manager, SoBe.

The brand will travel to other cities—Denver, San Francisco, Chicago, and Boston—throughout summer. So far, SoBe hasn’t specified which destinations exactly it will be celebrating with the street art installation—it has just said that these will be places “from the South Pacific to the Mediterranean Sea.”

In her carreer, Tracy Lee Stum has also collaborated with such brands as 7Up, Red Bull, Cadillac, Chrysler, Nissan, TMobile, Buick, 2010 Olympics, Nike, Amtrak, Nokia LA Live, Sony, Band more.