With a new line of SoBe Life Waters rolling out in early 2012, SoBe wanted to spread the word about each of their ‘Flavors with Benefits’ to students during Spring Break 2012. As a division of StudentUniverse, SUMM has a pulse on which markets are the biggest and most heavily visited destinations for students during Spring Break. To help PepsiCo reach college students across the USA, SUMM secured a variety of sponsorships and marketing assets for SoBe to gain access to the big Spring Break destinations.

These marketing assets included hotel signage and branding, key card branding, check-in sampling, lounge chair branding and pool deck signage, and in-room sampling and product drops. At the bar, SUMM secured rights for SoBe signage, featured drink rights along with exclusive cocktail menus, in-line sampling at bars and clubs, as well as exclusive VIP access to the popular Spring Break parties.

SUMM also secured beach space in Panama City Beach, Florida where SoBe gained front-and-center attention with students throughout the day oceanside. With access to a stage, sound, eletricity and sampling rights, SoBe was able to egnage students throughout the day.

Meanwhile in Lake Havasu, Arizona, SUMM secured on-lake sampling and promotional giveaway rights, boat access and branding rights, as well as branding acess to the biggest hotel, bars and club on the lake. SoBe signage, drink specials, samples and VIP club access populated the lake and engaged students throughout the Spring Break period.

Interacting with over 250,000 students in Panama City Beach and 15,000 in Lake Havasu Spring Breakers in 2012, SoBe’s Spring Break activation was a high-impact success. Check out photos from Motive’s on-site activation to the right.

“SoBe is flavoring an important Millennial rite of passage through an integrated Spring Break program that resonates with students, a key target for the brand,” said SoBe’s Sr. Brand Manager. “SoBe has partnered with SUMM Agency as the experts in scouting Spring Break destination hot spots where SoBe is engaging students through large-scale sampling and a grassroots approach.”