Fulfilling a desire to promote its brands through new consumer engagement channels, PepsiCo Inc.’s PepsiCo Americas Beverages unit last month formalized a marketing partnership with content producer CollegeHumor on behalf of its SoBe line of elixirs, teas and flavored waters.

And the brand is open to other ties.

SoBe, which several years ago dropped its sponsorships of action sports, motocross and other properties, currently has a “clean slate” as it looks to update the conversation with consumers, said Angelique Krembs, SoBe marketing director.

“We’re not saying no to anything. We’re looking at what’s hot, what’s being talked about and where SoBe can fit into the conversation. It has to fit our brand personality and provide visibility through cultural pulse points.”

CollegeHumor—a unit of Connected Ventures, LLC, which is an operating business of Internet conglomerate IAC/InterActiveCorp—is developing a series of SoBe-branded videos for distribution across CollegeHumor.com, TV and other media distribution platforms under the SoBe Studios moniker.

SoBe partnered with CollegeHumor as a platform to update its brand from a new age beverage for Gen X consumers to an unconventional, uninhibited, attitudinally-driven brand targeted to 18-to-29-year-olds, Krembs said.

The partnership gives SoBe a platform to speak with millennials in their language and on their turf by providing relevant content, she added.

“We need to be part of the conversation, and that conversation is driven by digital and social media with a very specific kind of content about their lives.”

The partnership is one of the latest marketing efforts in support of a strategy helmed by Frank Cooper, PepsiCo Americas Beverages’ senior vice president/chief consumer engagement officer. The idea: Create breakout marketing programs that engage consumers through meaningful brand experiences.

“This is a leading example of Frank Cooper’s approach to brand engagement,” Krembs said. “It’s about adding value to people’s experiences and enabling our brand to be part of the conversation as opposed to shouting out a message.”

Cooper suggested the SoBe tie-in after discussing potential projects with CollegeHumor, Krembs said.

PepsiCo sees potential in the partnership—which kicked off earlier this year on an ad hoc basis—because it provides SoBe the opportunity to communicate with consumers in the absence of product news, as well as support existing marketing campaigns and promotions through viral marketing programs.

For example, the brand leveraged the tie to support the redesign of SoBe tea and elixir bottles with a three-webisode series named Mr. Vicarious, featuring comedians Paul Scheer and Nick Kroll.

The series, which launched June 9, features the actors “re-skinning” themselves and living vicariously through three other actors dressed up as different characters who interacted with unknowing attendees at the PepsiCo-sponsored South by Southwest Music + Film + Interactive conference in Austin, Texas.

SoBe also leveraged CollegeHumor earlier this year to support the brand’s relationship with Sports Illustrated’s swimsuit edition, creating a video featuring Twilight actress Ashley Green with a painted-on swimsuit and a series of webisodes titled How To Impress a Swimsuit Model. The series has garnered more than one million views.

With an in-house creative staff, CollegeHumor can quickly brainstorm and produce content that supports SoBe’s marketing initiatives, said Ricky Van Veen, CollegeHumor co-founder and CEO. For example, the company developed ideas for a video to support an under-the-cap promotion within days after learning about it, he said.

SoBe will measure success by tracking word of mouth messaging, said Krembs, noting that PR agency Weber Shandwick will assist.

In addition to CollegeHumor, SoBe this year leveraged PepsiCo’s sponsorship of SXSW by setting up a branded Lizard Lounge where consumers could sample cocktails made from SoBe drinks.