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SoBe Lifewater Spills Zero Calorie Drinks Over

Aggressive ad campaign by SoBe Lifewater on that takes over almost all of the visible screen... but it is clever and unique enough that I can stomach the takeover (at least once or twice). The ad is meant to promote the upcoming Sports Illustrated Swimsuit magazine with a: - integrated campaign of the swimsuit model holding a SoBe Lifewater - a rich video preview of the 2010 swimsuit magazine - a promotion of the upcoming website launch (models, videos, photographs, etc) - a promotion for the Lifewater Facebook sweepstakes: ... oh yeah, there is a new drink to promote: SoBe's new zero calorie flavors that are spilling over the screen (and the videos, photos, etc). There is so much going on in the campaign that it is both interesting / exciting and overwhelming. That said - and despite the commotion - the two major takeaways are clear: SoBe's branding and the upcoming swimsuit magazine. If you make it through the messaging, you might also get to the a third takeaway: SoBe's zero calorie drinks are supposedly "slimming".