SOBE SLITHERS INTO TORONTO WITH FIRST CANADIAN CAMPAIGN
By Adnews Staff
Following its introduction into the Canadian market last summer, "hip-hop" youngsters and adults living active lifestyles are being formally introduced to the SoBe brand of healthy refreshment beverages through a new advertising campaign. The first-ever campaign for the SoBe brand in Canada is scheduled to run for eight-weeks in the Greater Toronto Area. Advertising, from Anderson Advertising of Toronto, includes outdoor billboards and radio commercials. According to Anderson, the creative is designed to announce the brand's arrival and was inspired by the product's packaging which features dueling lizards representing the yin/yang symbol. SoBe's bottles are made of sculpted glass with a lizard embossed on the neck. One billboard execution featured in the campaign reads "Welcome to Lizardtown" with the text replacing a scratched out "Hogtown." The campaign is scheduled to roll out nationally later this summer. SoBe's beverages are available at independent convenience stores across Canada. SoBe is a trademark of the South Beach Beverage Company, based in Norwalk, Connecticut. Toronto-based Leading Brands of Canada Inc. holds the exclusive license for SoBe in Canada.