SoBe is partnering with Mike Tyson s Main Event by launching a mobile game for the various teas, fruit juice blends, and enhanced waters they offer. As part of the “Try Everything Challenge” the person that gets the highest score in the game will receive a trip to Las Vegas in October to train with Tyson.
This (Main Event) partnership is a great way to bring to life the idea of Try Everything, said Elisa Quackenbush, a PepsiCo communications manager.
Previously, the new Try Everything branding has been bandied about by actress Hillary Duff and Sports Illustrated swimsuit model Kate Upton in television ads. This new ad is more focused on the male consumer, which is good because their millennial audience skews male.
We didn t necessarily set out to partner with a celebrity; we wanted to start from a creative place that was all about the consumer and the positioning, added Sam Olstein, director of the company who helped make the game. We knew about Mike s iPhone game and that it was gaining traction among the target audience and what better way to bring the concept Try Everything to life than climbing into the ring with Mike Tyson
Source: AdWeek
