PepsiCo's SoBe is looking to revitalize its image with a new, surfing-culture-themed "Go Flavorfully" campaign and a new ambassador: professional surfer Sebastian "Seabass" Zietz.
SoBe, launched in 1996, is named for an abbreviation for the South Beach, Miami, area. Its original maker, the South Beach Beverage Company, was based in Norwalk, Conn. PepsiCo acquired the brand in 2000.
The Go Flavorfully campaign's theme is "turning every single day into the ultimate moment of play."
Over the summer, SoBe is bringing back its customized 1960s SoBe Love Buses for a sampling tour in Denver, Phoenix and Southern California.
Zietz, who has won the Vans Triple Crown and the Reef Hawaiian Pro title, can currently be seen in action in a video on SoBe's Facebook page and on Instagram, which (along with the bus tour) is also being promoted on Twitter (#GoFlavorfully).
SoBe has previously supported amateur surfers by sponsoring the Eastern Surfing Association. The brand has also sponsored pro surf tours including the Bank of the West U.S. Open of Surfing in Huntington Beach, Calif.