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Sobe Chocolate

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Submitted By Campbellcb
Words 7631
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introduction

Since its inception, SoBe has branded products that are considered an alternative to conventional market offerings. Originally a beverage company that introduced a line of performance enhanced teas which included special additives such as ginseng and panax, the brand’s edgy persona has been extended to fruity energy drinks, sports drinks, chewing gum, soda, and, most recently, chocolate.

Extending the SoBe brand image to performance enhanced chocolate has proven challenging. The SoBe Chocolate group (operating in conjunction with HVC Lizard Chocolate) has tried, with some success, to create a new confections category centered on the concept of functional indulgence. Yet, the product line suffers an identity crisis with consumers who are not used to the inclusion of performance enhancers in chocolate. Initial packaging and marketing efforts have not adequately educated the market and consumers are not associating the SoBe brand identity with a chocolate bar, or SoBe Chocolate to the confections category.

Situation

The Life and Times of SoBe

SoBe came to life in 1996 as the South Beach (SoBe) Beverage Company. Founded by two Pepsi alums, Mike Schott and John Bello, the company introduced a beverage line that “defied convention”. The attitude at SoBe is characterized by the following from John Bello:

“Mike and I came from Pepsi, where things get massaged into mediocrity. I don't think Coke or Pepsi would ever put out a bottle with a lizard on it that has St. John's Wort in it. They just won't do it. Whereas I have nothing to lose by doing that.”

The SoBe brand is positioned as a healthy beverage alternative to the traditional carbonated beverages offered in gas stations and convenience stores. SoBe beverages target active consumers who are inclined to use performance enhancing products to improve their physical

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