@@img1Las Vegas, NV – (November 2005) – SoBe Beverages celebrated its tenth anniversary by unveiling dramatic new graphics for the beverage company’s entire 20 oz. product line at the National Association of Convenience Store trade show in Las Vegas this week. The new label designs underscore SoBe’s cutting-edge marketing approach.

According to SoBe Brand Marketing Director Nicole Flavin, the SoBe bottle graphics were a year in the making. “We think these new labels capture the best of SoBe’s attitude, and give SoBe more shelf presence in a unique, artistic way,” said Flavin. “Our world-class in-house design team worked with some of the most cutting-edge agencies and artists in the business to create intense graphics that promise to stand out on store shelves. We know SoBe fans will love the new designs as much as we do.”

The new packaging is a result of a collaborative effort between SoBe’s in-house design team and Mclean Design (California), JDK (Vermont), Attik (UK) and illustrator Frasor Irving (UK). After over a year of intense design work, SoBe is proud to unveil the new look at the NACS trade show, where convenience store operators will be the first to view the new bottles.

According to SoBe Creative Director Rob Mallon, “The challenge with the new label designs was to capture the irreverent, fun SoBe brand attitude while still clearly communicating the product flavors and ingredients. We think we’ve executed against those goals well, and we’re proud of this great looking lineup. As a stand-alone, each bottle is an attractive piece of art, but as shelf set, the bottles make an impressive, eye-catching billboard for the SoBe brand. We’re confident consumers will walk by the store shelf, pick up a bottle, and want to take it home.”

Initial consumer feedback on the label has already been overwhelmingly positive. The new packaging will roll nationally as a soft conversion starting in January, 2006. The rollout will be supported by an updated portfolio of point-of-sale materials.

Norwalk, CT- based South Beach Beverage Company is the maker of herbally enhanced refreshment beverages marketed under the SoBe brand name. SoBe “healthy refreshment” beverages are formulated for individuals with active lifestyles.

For more information, visit the SoBe website at or call the Lizard Line at 1-800-588-0548. SoBe is a separate operating unit of Pepsi-Cola North America.