SoBe.com needed a fresh new look to support their digital-first strategy and to reach their Millenial target. It had to be engaging and approachable while making the product the hero.
The new SoBe.com showcased the full line of SoBe products, including the new zero-calorie Lifewater. The focus? Honesty. It featured real people on the street trying various flavors of SoBe Lifewater. When asked "What do you think?" taste testers found the candor of the question uplifting. As a result, the videos were funny and sweetly frank—people being themselves and giving honest opinions. People watching the videos couldn’t help but feel a closer connection to SoBe.
The site specifically highlighted the spectrum of Lifewater available and each video focused on one person’s reaction to one specific flavor. With so much attention paid to the individuality in the range of flavors, users could explore the site and investigate which ones they’d like to try.
SoBe.com also introduced SoBe World, a hub for fans of the "zero inhibitions" lifestyle. It was the place to see what SoBe has to offer throughout the year. Users could explore the essence of the brand and find out about all things SoBe.
It all started with one simple question. And the outcome? An invigorating and truly honest approach to Lifewater.