Sobe, the anti-Switch?

"We were trying to go after what [SOBE] had done because we were seeing the success they had with that young market," says Hargis, now the company's CEO."

http://www.allbusiness.com/retail-trade/eating-drinking-plac...

Darn. I was hoping for a new keyword that did something cool, useful, and concise.. e.g. if, for, map, switch, sobe.