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