SoBe launched a new positioning for the brand of “Explore New World’s of Flavor”. The task was to delivering high impact, out of the box media design and sampling opportunities to disrupt the target audience of “Connected Explorers” during moments of boredom. Designs evoked vast, lush landscapes from around the globe that inspire the SoBe variety of exotic flavors. These exotic visual worlds became the focal point of the experiential, as well as the OOH campaign. We wanted to envelop the consumer in these extraordinary landscapes that take the participant into a new exotic 3D world. Street artists created a multitude of engaging landscapes that contrasted with the mundane everyday environment. Consumers were invited to interact with the SoBe landscapes for photo opportunities while drinking in samples of SoBe’s exotic flavors. 

OOH creative were developed to included a mix of traditional and non-traditional media including billboards, wall-scapes, bus stops shelters, light rails, and gas station animated spots. These different media channels were designed with the intent to bring the “Connected Explorer” into SoBe’s “…New World of Flavor” by transforming the standard space into an whimsical new destination.