New Asahi Beverages soda range launches, brand ambassador revealed
Asahi Beverages has launched a new range of low sugar sodas, as former Bachelor star, and health and fitness expert, Sam Wood becomes its new brand ambassador.
The VIBE Soda range includes three flavours – VIBE Lemonade Gut, VIBE Lemon Orange Immunity and VIBE Raspberry Focus, each claiming to have different health benefits.
VIBE Soda
The VIBE team have said they “undertook significant consumer and market research to ensure they created a functional drink that met the evolving needs of Aussie consumers”.
Lemonade Gut is said to be formulated with prebiotics to promote a positive change in gut microbiota, while Lemon Orange Immunity “will kick winter right in the lemon oranges”. Raspberry Focus is said to give consumers a caffeine hit from coffee beans, to improve concentration and alertness.
Asahi Lifestyle Beverages general manager – marketing, Lauren Fildes, said: “When choosing an alternative to soft drink, people want great taste first, then something that’s low in sugar and has a range of functional benefits to choose from.”
To support the launch, Asahi Beverages announced Sam Wood as the new ambassador for the range.
New VIBE Soda ambassador, Sam Wood
Fildes said: “The appointment of Sam Wood is an exciting partnership that will support VIBE’s launch in Australia and its ongoing marketing strategy.
“We have been speaking with Sam and his team for some time now and are thrilled to share this exciting news with our customers and the broader market.”
The sodas are now available at Woolworths nationwide.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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I dont want to be rude but calling a drinks brand VIBE is killing it before it even gets off the shelf. Would you want to drink a brand called Vibe? you may as well call it ‘I’m really cool’. Corporate sillyness.
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