SoBe’s new mantra, "Try Everything," encourages users to get out there and give everything a try. They wanted a cross-platform campaign to deliver some inspiration. Most importantly, the campaign had to drive people to try different SoBe flavors.
The Try Everything hub was a collection of unique interactive experiences linked to a particular SoBe flavor. Each experience had a twist or an unplanned outcome. One experience, "Try Hitting a Fast Fuji Apple," encouraged users to play a video game where they tried to hit a guy dressed in an apple suit.
The Try Everything hub launched on May 2, 2011 and the first batch of experiences attracted SoBe fans from all over the internetverse. Users who checked back were rewarded with even more new experiences to try.
The Firstborn team also created a television spot that conveyed the brand’s new campaign.
The Firstborn video department created the spot from beginning to end on a short timeline. Everything from illustration, animation and creative came from in-house. We also leveraged video from our flavor shoot to add depth to the commercial. The exposure marked a great way to kick off a new era for SoBe and a new outlook: Try Everything.