Rebel, Rebel

The Sobe Corporation has established itself as a trendy and healthy beverage company. Their product line ranges from fruit juices (Sobe Elixir) to flavored water (Life Water). The company has since expanded into the energy drink market. Consumers of energy drinks are ultimately more concerned with a quick “pick me up” as opposed to a product’s perceived health benefits. Sobe demonstrates it understands this with the new “No Fear ” Gold brand. This ad is directed to a teenage-young adult male population (the primary consumers of energy drinks); and thus this ad demonstrates Sobe’s competence in marketing to a very different demographic than their core products.