Wednesday
Jan052011

Pepsi Brand SoBe, Jessica Szohr 'Uncover' Sneak Peek Of SI Swimsuit Issue

By Barry Janoff, Executive Editor

Something to gossip about: Jessica Szohr in a 'skinsuit' in SoBe ad campaign. January 5, 2011: Actress Jessica Szohr, who stars as Vanessa Abrams in TV's Gossip Girl, is giving people something to gossip about as she uncovers almost all as the star of a new marketing campaign for Pepsi-Cola North America brand SoBe Lifewater. Photos with Szohr "wearing"  hand-painted lizard-style colors and sporting new SoBe products will appear in the 2011 Sports Illustrated Swimsuit Edition as well as an ad campaign to include print, Internet and POP.

Szohr follows in the 'skinsuit' footsteps of actress Ashley Greene, who plays Alice Cullen in the Twilight films, who appeared in a 2010 marketing campaign and the SI Swimsuit Edition in hand-painted swimsuits featuring a scale design based on SoBe's lizard icon.

The 2011 edition of SI's swimsuit issue is scheduled to hit newsstands on Feb. 15.

The multi-media campaign supports the launch of SoBe Lifewater flavors Strawberry Kiwi Lemonade and Macintosh Apple Cherry. In addition to print in SI, the campaign includes online ads, YouTube, a dedicated Facebook page, Twitter and an interactive iPad ad in the digital version of SI's Swimsuit issue that enables users to snap shots from Szohr's shoot and share the images with others.

Szohr's photos were shot on location in Costa Rica and San Jose. In addition to Gossip Girl, Szohr has appeared in Piranha (2010) and has roles in upcoming movies including Art Machine and Wanted Dead (both scheduled for release in 2011).

Szohr's photos will appear in Sports Illustrated's swimsuit issue and at various Internet destinations.“The SoBe Lifewater skinsuit ads with Jessica Szohr prove that no matter what you’re up to — taming the jungle in a skinsuit or hanging out with friends — new SoBe Lifewater with electrolytes offers great-tasting hydration without the calories,” Andrew Katz, marketing director for SoBe, said in a statement. “That’s our message to SoBe fans: the lizard strikes again, offering you a new way to satisfy your insatiable thirst.”

According to Szohr, “Last year’s SoBe Lifewater skinsuit shoot took place on a gorgeous beach; this year’s skinsuit shoot in the jungle was still amazing, but a little different. It definitely had an edgy vibe that I loved. No matter where you are, it’s easy to be tempted and transformed with new SoBe Lifewater with electrolytes.”

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

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