PepsiCo's SoBe brand is "launching its first trademark campaign in more than a decade this week," and it will include spots featuring Angels P Jered Weaver and swimsuit model Kate Upton, according to Natalie Zmuda of AD AGE. The campaign, entitled "Try Everything," breaks today with a TV spot that shows Weaver "pitching Fuji apples, in a nod to the brand's Fuji Apple Pear flavor." A TV spot featuring Upton, "who appeared in this year's Sports Illustrated swimsuit issue, is also on tap." Both ads, via Anomaly, N.Y., promote SoBe Lifewater. SoBe Senior Dir of Marketing Andrew Katz said that "two new tea flavors are being introduced next month and will be promoted in radio buys." Zmuda noted the new campaign marks SoBe's "first trademark effort since being acquired by PepsiCo in 2000," and "Try Everything" will be the "first all-encompassing tagline for the brand." It also is SoBe's "first work from Anomaly." Katz said that spending "will exceed last year and will be on par with the brand's 2008 relaunch." Kantar Media indicated that SoBe spent $27M on measured media in '08, compared to $16M in '09 and $10M last year (ADAGE.com, 5/17).
