PepsiCo Unleashes 'New' SoBe Life Water Following Thrilling Super Bowl Ad

PepsiCo Unleashes 'New' SoBe Life Water Following Thrilling Super Bowl Ad

Five 'Thrillicious' Flavors Featuring Bold Packaging Hit Market

Super Bowl Ad First Phase in Major Integrated Marketing Campaign

Naomi Campbell and the Naked Lizards Danced Their Way into the Hearts of America With High Rankings in USA Today, AOL and TiVo Best Super Bowl Commercial Lists

PURCHASE, N.Y., Feb. 5 /PRNewswire-FirstCall/ -- On the heels of Sunday's highly anticipated, innovative and unprecedented Super Bowl commercial that introduced tens of millions of people to the idea of Thrillicious, SoBe Life Water is blitzing the retail marketplace with its all-new line of SoBe Life Water. Five delicious flavors, all featuring a distinctive bold packaging look, are now in stores nationwide.

(Photo:

http://www.newscom.com/cgi-bin/prnh/20080205/NYTU090)

PepsiCo's SoBe Life Water plays in the red hot enhanced water category. SoBe is the brand often credited with launching the new-age beverage category in the 1990s, and SoBe Life Water is designed to enhance and energize drinkers mind, body and spirit. Each of the five delicious, low calorie flavors, Blackberry Grape, Pomegranate Cherry, Orange Tangerine, Strawberry Kiwi, and Passionfruit Citrus, are infused with a unique mix of antioxidant vitamins C & E, essential B vitamins, and healthy herbal ingredients.

SoBe Life Water will be supported by a major marketing initiative that will continue to drive home the message introduced during the Super Bowl. Featuring the song "Thriller", on the eve of the album's 25th anniversary, the spot starred Supermodel Naomi Campbell, who along with a cast of SoBe lizards, introduced the world to the concept of Thrillicious.

As evidenced by results of several Super Bowl ad polls, SoBe Life Water made a huge connection with consumers. Three of the top Super Bowl surveys ranked the SoBe Life Water Thrillicious spot as among the best commercial moments. Leading the way, SoBe was tied for the 10th most liked spot in the USA Today Ad Meter consumer poll -- the highest ranking of any non-carbonated beverage advertising during the game. The Thrillicious spot also hit the top 10 in TiVo's list which measured second-by-second audience data. On the web, AOL's Super Bowl survey has the SoBe Life Water spot in its top 5 picks by consumers.

SoBe will continue the Thrillicious momentum during the upcoming 50th Annual Grammy Awards, with relevant activities leveraging the connection between SoBe Life Water and "Thriller" -- one of the most popular songs in the history of contemporary music.

To further experience SoBe Life Water, visit: www.thrillicious.com.

FCMN Contact: jack.callahan@pepsi.com

Photo: NewsCom:

http://www.newscom.com/cgi-bin/prnh/20080205/NYTU090
AP Archive:

http://photoarchive.ap.org/
AP PhotoExpress Network: PRN23
PRN Photo Desk, photodesk@prnewswire.com
Source: PepsiCo

CONTACT: Dave DeCecco, PepsiCo, +1-914-253-2655,
david.dececco@pepsi.com; or Jeffrey Klein of Dan Klores Communications,
+1-212-981-5189, jeff_klein@dkcnews.com, for PepsiCo

Web site:

http://www.pepsi.com/
http://www.thrillicious.com/

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