Developed by Dave Hennessy for Peg Murphy's Account Executive/Brand Manager class at Columbia College Chicago, 2012

1. STRATEGIC ALLIANCE PITCH
DAVE HENNESSY
ACCOUNT EXECUTIVE/BRAND MANAGER
4.19.2012

2. BRAND OVERVIEW
Started in 1996
Headquartered in Norwalk, CT
A Pepsi, Co. brand
Produces a diverse range of teas, enhanced
waters and elixirs (“lifestyle soft drinks”)
SoBe (short for “South Beach”) represents the “vibe
and rhythm of the sunny neighborhood”

3. BRAND POSITIVES
HUGE product line that focuses on
healthy, vitamin-infused beverages
Fun, innovative and
experimental brand
Large following on
Facebook and Twitter

4. RECOMMENDING A
STRATEGIC PARTNERSHIP
WHAT WE WANT:
- Increased brand awareness and trial among non-users
- Continue positioning SoBe as a health-smart brand

5. RECOMMENDING A
STRATEGIC PARTNERSHIP
RECOMMENDATION: CLIF BAR
Started in 1990
Headquartered in Emeryville, CA
Produces all-organic energy and nutrition
bars
Food Philosophy: “Good food provides
health, joy, and energy, and is a delight to
the senses. And food, made right, can make
the world a better place.” (via ClifBar.com)

6. COMPARE & CONTRAST
SoBe Consumer Profile
• Mostly Gen Y
• Active lifestyle
• Healthy
• Extreme sports
• Lots of free time
• Found in rural
and working
towns and cities

7. COMPARE & CONTRAST
Clif Bar Consumer Profile
• Gen X and Gen Y
• Health-conscious
• Community-oriented
• Risk-takers
• Adventurous

8. COMPARE & CONTRAST
Pictured above: Spectra data shows there is approximately
one (1) buyer of SoBe for every six (6) buyers of Clif Bar.

9. MARKETING IDEAS
1. Co-sponsor a huge lifestyle event or competition
- Marathon/Triathlon
- Biking/Snowboarding/Skateboarding Competition
2. Partner with an organic/green organization and create
an “Organic Energy Kit” product
- Box kit with different flavor Clif Bars, SoBe drinks, and
merchandise from the partner organization
3. Product placement on The Biggest Loser
- Land a deal with NBC/The Biggest Loser that gets both SoBe
and Clif Bar products onto the show for a full season

10. OPPORTUNITY
Clif Bar would support a SoBe brand partnership because:
• The SoBe brand both represents and supports healthy,
active lifestyles
• Both “Lifestyle soft drinks” (SoBe) and “health bars” (Clif
Bar) have niche target audiences
• Both brands understand the importance of community
and social media

11. PRESENTATION BY
DAVE HENNESSY
ACCOUNT EXECUTIVE/BRAND MANAGER
4.19.2012