PepsiCo?s SoBe is targeting consumers with its first in-tuner animated mobile video ad that promotes the company?s new ?Try Everything? campaign.

The company partnered with Pandora to increase its brand awareness. SoBe is targeting millennial males via the campaign.

?Our partnership with Pandora allows us to really hone in and reach our target market of millennial males with a unique and never-been-done-before approach,? said Andrew Katz, senior director of marketing at SoBe.

?This was the first-ever, in-tuner animated video advertisement on Pandora, so not only are we hitting our target, but we're opening ourselves up to a new advertising approach, which embodies the SoBe 'Try Everything' spirit,? he said.

SoBe is a product of Purchase, N.Y.-based Pepsi-Cola North America Beverages. 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.

Mobile specific
The SoBe campaign targeted a specific group of Pandora users.

Consumers were able to see a sight of SoBe?s signature lizard slithering across their music tiles on the Pandora screen, which prompts a 15-second video featuring Sports Illustrated Swimsuit 2011 Rookie of the Year, Kate Upton.

According to Pandora, The SoBe 'Try Everything' campaign lets the company test with new services, such as the tuner.

The audio and companion ads will run on the mobile and desktop platforms for the rest of the summer.

?Pandora has a comprehensive advertising solutions department that helped us come up with creative targeted to millennial males that is fun and reflects the brand essence of SoBe,? Mr. Katz said.

?Also, Pandora's approach is very similar to the SoBe approach of encouraging ?Try Everything,? he said.

?Pandora's mission is to help people discover new music based on their old and current favorites, while SoBe encourages ?Try Everything? through our variety of 31 flavors of SoBe Lifewater, Juice, Tea and Elixirs.?

Mobile cameo
Although the lizard?s cameo appeared on Pandora for one day, specifically to men 18 ? 29 years of age, SoBe's "Try Everything" campaign will play on the Pandora site and mobile app throughout the summer.

Additionally, consumers who want to learn more about Kate Upton, can visit the company?s Web site and participating in a staring contest with the model.

?We know our core target audience is always on their mobile devices, making it a great opportunity for us to reach them on a medium they're already constantly using,? Mr. Katz said.

?In addition to our partnership with Pandora, our 'Try Everything' campaign has recently launched an iPhone and iPad app called "Try A New Look," where users can try on a bunch of hilarious new looks and share them with their friends. The app can be downloaded from the Apple App Store or from try.sobe.com,? he said.