|Photo: Tony Pettinato|
PepsiCo's SoBe is using Life Water to stake a claim in the fast-growing enhanced-water category, with some success. Life Water's market share grew to 6.1% in the first half, according to Beverage Digest, while volume was up 167% from a year earlier. The SoBe Life Water business is now about the same size as the SoBe parent brand, says Jeff Dubiel, VP-marketing for Sobe.
Life Water ramped up sales and created buzz with an event in New York's Time Square, sampling and webisodes. The web fare, housed at brand site thrillicious.com, follow the exploits of lizards Lee and Donny.