Taking into account the variety of products that ranges from multiple tastes of Lifewater to the lineup of SoBeElixirs and Teas, anyone is unlikely to be surprised with the tagline of the newly-launched campaign by PepsiCo-owned SoBe that says, «Try Everything». Geared towards the young audience craving for adventures and unknown experiences (as well as liquid fuel), the campaign uses the power of radio, digital space and street-level out-of-home advertising in New York and Los Angeles to reach the consumers.

After building an impressive variety of soft drinks and revamping its website, SoBE Lifewater finally kicked off a new marketing campaign on May 18 taglined ‘Try Everything!’, as mentioned above. The key ad of the endeavor is a TV spot featuring Jered Weaver, Los Angeles Angels of Anaheim pitcher.

After trying SoBe Lifewater flavor, Fuji Apple Pear he gets inspired to try something new on the playfield. Instead of firing his signature fastballs, Weaver kicks Fuji apples—and the outcome is truly spectacular.

SoBe has a vast variety of experiences to keep the young audience busy online. Visitors to the revamped sobe.com will be offered to ‘Try Everything’ related with SoBE lifewater tastes, such as milking a cow (in a virtual way, of course), digital gardening, digital baseball, getting a virtual tattoo and even mixing with Jessica Szohr.

If someone plans to escape this buzz by going outside, they will be disappointed: SoBE Lifewater will run street-level campaigns in six biggest US markets including New York, LA, Chicago, Denver, Portland and Seattle where SoBe scouts will be driving branded vehicles and kicking off a variety of events to lure in consumers.

Last but not least, May 2011 will see the launch of two more flavors of SoBe teas: Goji Pear Yerba Maté and SoBe White Peach Oolong Tea. So, one has to try hard if they’re intended to ‘Try Everything’ that comes from SoBe.