"The movie defines SoBe in such a great way. We're looking forward to a really exciting promotion this fall," SoBe senior VP-marketing Mike Joyce said. Joyce would not elaborate on the specifics of the partnership in terms of product integration, integrated marketing initiatives or co-branded advertising.
PepsiCo was introduced to the Universal property—which during its original theatrical run in the late '70s became an icon for a party animal lifestyle—by its entertainment marketing agency Omnicom's Davie-Brown Entertainment.
%%PULLQUOTE_LEFT%% "'Animal House' is a fantastic older equity that a lot of people—not only older generations, but even the current college generation—are familiar with as a standard that holds up the party lifestyle," said Tom Meyer, senior VP, at Davie-Brown. "SoBe fits with that because it's about having fun."
Meyer said that Universal is investing much hope in SoBe as a platform to broadening the pic's appeal to a new generation. SoBe bottlers have responded favorably to the partnership according to Meyer.
Universal execs were not available for comment.
Last year, SoBe spent $6.5 million on measured media, compared with $3.5 million one year earlier, according to TNS Media Intelligence/CMR. Much of the non-carbonated, New Agey brand's marketing, however, is invested in local events and entertainment platforms. It recently signed on to be the summer and winter sponsor of the Gravity Games and will do the same with the summer Ozzfest musical tour.