Objective
Raise awareness of new SoBe Lifewater with Coconut Water among national TV audiences and promote partnership with participating convenience stores to drive trial/purchase.
Strategy + Execution
BrightLine designed a fully immersive beach experience on TV that leveraged SoBe’s “Flavors with Benefits” content. A strategic promotional mix, including enhanced spots and 24/7 channel listings, invited viewers to play casual games, browse the new flavor line and enter a SoBe sweepstakes. Viewers were also driven to visit 7-Eleven and Hess stores to take advantage of a limited time offer to try SoBe Lifewater with Coconut Water for free.
Results
In just 2 weeks, SoBe successfully leveraged BrightLine’s In-Television™ solutions to drive mass, qualified engagement on TV. As a result, SoBe experienced a significant lift in consideration, moving from 7th to 2nd within its competitive set.
Successfully driving viewer to shelves, 45% report purchasing a Lifewater drink after interacting with the In-Television™ ad, and 25% say they specifically visited a 7-Eleven to try it for free.
SoBe saw additional influence spread across the social sphere with 27% of engaged viewers liking the brand on Facebook.
Jacqueline Corbelli, Founder, Chairman and CEO