SoBe® Encourages Fans to “Try Everything” on Pandora

Don’t blink! Starting at midnight on June 29, for one day only, a specific group of Pandora users will catch a sight of SoBe’s® signature lizard slithering across their music tiles on the Pandora screen, prompting a 15-second video featuring Sports Illustrated Swimsuit 2011 Rookie of the Year, Kate Upton. The video marks the first-ever, in-tuner animated video ad and promotes SoBe’s new “Try Everything” campaign and, in particular, Kate’s new TV spot for the brand.

Pandora internet radio, known for pioneering personalized music listening and discovery, has a comprehensive advertising solutions department dedicated to enabling brands to reach a specific group of consumers based on relevant demographic attributes including age, zip code location and birth year.

“‘Try Everything’ marks our first trademark campaign in more than a decade,” said Andrew Katz, Sr. Director, SoBe. “Pandora helped us come up with a solution targeted to millennial males that was fun and reflected the brand essence of SoBe.”

Heidi Browning, Senior Vice President of Pandora Strategic Solutions, said, “We’re always excited about finding and developing new and engaging solutions that take full advantage of Pandora’s sight, sound, motion and emotional advertising solutions. The SoBe ‘Try Everything’ campaign let us have some fun in a new place on our site, around the tuner, which we’ve never done before. The audio and companion ads that will run on the mobile and desktop platforms for the rest of the summer are great and we’re glad we could get the SoBe lizard to give us some exclusive love to kick off this campaign on Pandora.”

Ramond Romero, OMD Group Director for Pepsi Digital, said, “It’s refreshing to continuously develop programs which blend the lines of media and creative. We not only plan toward the ‘Try Everything’ campaign theme, we brought it to life with media on Pandora.”

While the lizard’s cameo on Pandora is for one day only, appearing to men 18 – 29 years of age, SoBe’s “Try Everything” campaign will play on the Pandora site and mobile app throughout the summer. Fans who are thirsty for more Kate can visit where they can virtually “Try Everything,” including a staring contest with the beautiful and bubbly model.

Pandora gives people music they love anytime, anywhere, through connected devices. (OK, we’ve added comedy as well so we’re also up for playing some jokes you’ll love.) Personalized stations launch instantly with the input of a single “seed” – a favorite artist, song or genre. The Music Genome Project®, a deeply detailed hand-built musical taxonomy, powers the personalization of Pandora® internet radio by using musicological “DNA” and constant listener feedback to craft personalized stations from a growing collection of hundreds of thousands of recordings. Tens of millions of people in the U.S. turn on Pandora to hear music they love.


SoBe is a product of Purchase, N.Y.-based Pepsi-Cola North America Beverages (PCNAB). In addition to SoBe, the PCNAB portfolio features market-leading liquid refreshment beverages, including the Pepsi, Mountain Dew, Sierra Mist and Mug trademarks in the carbonated soft drink category and the AMP Energy, Aquafina and Propel trademarks in the non-carbonated arena. PCNAB also produces and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. Please visit for additional information. PCNAB is a division of PepsiCo, which offers the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses — Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola — also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit