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Looking to define its Adrenaline Rush as the most aggressive energy drink in the marketplace, SoBe has partnered with Universal Studios' 2 Fast 2 Furious and this summer's Ozzfest.
The film and its high-performance cars and stars (Paul Walker, Ludacris and others) with their "adrenaline inspired activities are a perfect fit for the brand," said Mike Joyce, director of integrated marketing for PepsiCoowned SoBe, Norwalk, Conn.
"It's the simplest way for us to define Adrenaline Rush as the most aggressive, efficacious energy drink in...