PepsiCo is going social with its SoBe Lifewater brand.  After relying heavily on traditional media, PepsiCo is trying a new approach with SoBe.  SoBe’s ads will appear on Twitter via @sobeworld and Lee the Lizard also has his own Twitter aggregator Tweelife.com.  Facebook is also getting a little bit of love, as friends can gift a virtual Lifewater.  This gift links to a digital coupon as well as opening Google Maps which shows where sampling efforts are being held.  For more about this social effort, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i71cdc4be5311379deeb465e683a304b1

Liz Claiborne is also looking to social media in order to relaunch the brand.  The company took approximately 300 female consumers to create an online focus group.  Liz Claiborne partnered with Communispace to build this private online 300 person community, which allowed the company to get an open and honest conversation going.  The women were not paid for their opinions but were incentivized for their participation.   Liz Claiborne’s evp, Dave McTague, talks to Brandweek in this article.  To read his interview go to: http://www.brandweek.com/bw/content_display/news-and-features/retail-restaurants/e3i149b78bd47280165f54286d298e4038d

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