The key to what happened to SoBe drinks is consumers’ lack of interest in the wake of a massive wave of new, exciting beverage options. However, you can also argue that when the founders sold their stock in the company, PepsiCo lost sight of what gave the product its initial appeal over competitors.
Failed Promotions
Much of the reduced brand awareness stemmed from PepsiCo’s diverse product line that forced the corporation to choose its best products in each sector. Although SoBe drinks and vending machines appeared in a few movies and video games, PepsiCo was forced to allocate promotion funds toward better-performing products like Gatorade or Doritos.
Increased Competition
It’s not as if SoBe drinkers woke up one day and decided never to drink their favorite beverage again. Instead, SoBe had to compete with so many up-and-coming products that it slowly faded out of the spotlight.
Redbull, Rockstar, and Monster drinks all grabbed consumers’ attention and built loyal followings.
