SoBe Turns To Hidden Camera Hijinks

PepsiCo’s SoBe brand is working with CollegeHumor to produce a steady stream of brand-relevant videos for distribution across multiple media platforms, including TV and the Web.

The partnership launched “Mr. Vicarious,” today. Featuring comedians Paul Scheer and Nick Kroll, the new series coincides with SoBe’s redesign or “re-skin” of the SoBe Elixir and Tea bottles.
Angelique Krembs, SoBe Marketing Director says, “Whether they are producing TV ads, video series or live stunts, it’s clear that CollegeHumor understands our audience and knows how to connect with them in meaningful ways.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.