SoBe's 21st Birthday Pool Party

At our 21st Birthday Pool Party in Las Vegas, guests sipped SoBe cocktails poolside at the SLS Hotel, kicking back with celebrities and playing SoBe games to score premium brand merchandise. Our high-profile guests were snapped in branded photo ops, amplifying the SoBe message across their networks and press. An electric headlining set from Charli XCX left guests in no doubt that SoBe is so now. The event was the climax of a US-wide tour starring SoBe products – a sequence of engagement and sampling events informed by data-driven insights. Analysing national product availability, we designed a strategy for sales support routing based on product distribution. We activated our national strategy at regional level by identifying market-specific consumer trends, and establishing brand presence across multiple touch points for each local target audience – including retail, lifestyle and ‘away from home’. Over 500,000 samples distributed; 20,000+ attendees at curated brand events; 14.2M media impressions