ONE WORLD WINS SOBE TV WORK

To Produce First Spot for New Age Beverage Line

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BOSTON (AdAge.com) -- PepsiCo's South Beach Beverage Co. selected One World Communications, Westport, Conn., to produce its first TV commercial, part of a $6 million to $10 million campaign.

Publicis Groupe's Fallon Worldwide and Omnicom Group's Merkley

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Newman Harty, both New York, also pitched for the account. South Beach Beverage bottles the SoBe brand line of juices, juice blends and teas.

The bottler also asked One World and Fallon to test concepts for the new age beverage line, a South Beach spokesman said.

Previous ad work has been handled in-house. SoBe had relied primarily on guerrilla marketing.

Sobe received $3.5 million in measured media support last year, according to Taylor Nelson Sofres' CMR.

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