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Jan062010

Pepsi's SoBe, Twilight's Green Get SI Swimsuit Party Started

Ashley Greene wears "next to nothing" in campaign for SoBe to appear in SI's swimsuit issue. (Photo: Sobe)January 6, 2010: Actress Ashley Greene, a trip to Las Vegas and the 2010 Sports Illustrated Swimsuit Edition are the key elements in a marketing campaign by PepsiCo's SoBe enhanced water line.

Greene, who plays Alice Cullen in the Twilight films, will appear in the SI special issue "wearing" little more than hand-painted swimsuits featuring a scale design based on SoBe's lizard icon. She also appears in SoBe print breaking in that issue to support the launch of SoBe Lifewater's zero-calorie flavors, Cherimoya Punch and Strawberry Dragonfruit. The issue hits  newsstands  on Feb. 10.

The campaign also includes the "Zero Calories, Zero Inhibitions Vegas Sweepstakes," which runs from now through Jan. 29. The top prize sends the winner and three friends to the 2010 Sports Illustrated Swimsuit Edition launch in Las Vegas. Support also includes a Facebook page. (Full details here.)

"We're offering SoBe fans a once-in-a-lifetime experience to party in Vegas, with SI models, on our tab,"  Angelique Krembs, SoBe marketing director, said in a statement. Visitors to the Web site also can view behind-the-scenes footage from Greene's SI photo shoot in the Turks and Caicos Islands.

"The images of Ashley modeling her SoBe skinsuits on the beach and in the jungle say zero calories, zero inhibitions and uninhibited fun; they're emblematic of the SoBe brand personality . . . and the SoBe drinker," said Krembs. "I think the ad shows just how good life with zero can look."

According to Greene, "Being a part of the SoBe skinsuit shoot in the Turks and Caicos was amazing. It took the artist 12 hours to paint the SoBe scales on each skinsuit, but it was totally worth it. It's an experience I'll never forget."

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