SoBe Adrenaline Rush
As the energy drink category matured, SoBe wanted to expand their appeal to the twenty-somethings just coming into the category — without losing their base of teenage boys. Our solution was to redefine energy as including the energy of X-gamer, video gamer, and the electrifying pulse of the late night club scene, thereby bringing the brand up-to-speed with both of these fast moving demographs.
PACKAGING DESIGN, FLAVOR SYSTEM