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This week, Harley and Big Lynch autopsy SoBe, the ghost brand nobody officially killed. The boys trace it from John Bello, Tom Schwam, and Kevin McGovern launching the South Beach Beverage Company in 1995, through the flop first shipment that had Bello putting his house up as collateral, to the ginseng and guarana pivot that made the lizard a gas station king. Then Coke backs out of a deal only for Pepsi to swoop in with a reported $370 million, and the money era begins: CGI lizards doing Thriller next to Naomi Campbell, the most viewed Super Bowl ad of 2008, and 125 million pairs of 3D glasses for the Ray Lewis sequel. And then, nothing. No announcement, no death date, just empty coolers, $20 empty bottles on eBay, and a Pepsi tweet insisting SoBe was never discontinued.New episodes of Double Dusted Discussion, every Monday!
Join the Discord, Harley's Trap House, and check out the Double Dusted Discussion channel.
Tell us what you think at r/EpicMealTime, @EpicMealTime on Twitter, or business@epicmealtime.com.
Make sure to subscribe and follow the podcast. New episodes every Monday!

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