SoBe is probably the fastest brand in the world of soft drinks considering the fact that its totem animal is a quick lizard. Thanks to its nimble nature, the brand is also the first to unveil an in-tuner animated video ad, part of the brand’s recently launched ‘Try Everything’ campaign, on Pandora internet radio website, targeting young millennial males. The 15-sec pop-up advertisement, featuring a slithering lizard followed by a bikini-clad Kate Upton, Sports Illustrated Swimsuit 2011 Rookie of the Year, was available to see for just one day, on June 29, and only by guys aged 18-29.
Photo: Pandora
In case you missed the cameo video appearance of the lizard and the model, don’t be sad: the brand’s campaign on the Pandora site and mobile app will continue throughout the summer with banner and audio ads, allowing more guys feel the essence of SoBe. AdWeek.com reports that “like other ad campaigns on the site, Pandora said, the SoBe ads are triggered on a song skip or station change, so you know there’s some involvement on the part of the listener.” Kate Upton, who has joined the roster of female celebrities including Jessica Szohr and Hilary Duff in the brand’s first trademark campaign in more than a decade, will also appear in a new TV commercial for SoBe. She’s also inviting guys to visit SoBe.com and take part in a staring contest, sitting in front of her and looking only into her years (easier said than done).
Heidi Browning, Senior Vice President of Pandora Strategic Solutions, comments on to the new advertising format, «We’re always excited about finding and developing new and engaging solutions that take full advantage of Pandora’s sight, sound, motion and emotional advertising solutions. The SoBe ‘Try Everything’ campaign let us have some fun in a new place on our site, around the tuner, which we’ve never done before. The audio and companion ads that will run on the mobile and desktop platforms for the rest of the summer are great and we’re glad we could get the SoBe lizard to give us some exclusive love to kick off this campaign on Pandora.»