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SodaStream Makes Waves with Provocative New TV Commercial

Image: 
SodaStream Logo
Date: 
8 November, 2012
Subtitle: 
SodaStream’s New Global TV Campaign Takes on 'Big Soda' and Its Bottles
Abstract: 

AIRPORT CITY, Israel – SodaStream International, Ltd (NASDAQ: SODA), the leading manufacturer and distributor of home carbonation beverage systems, announced today the launch of its first  global TV campaign. With the tagline ‘If you love the bubbles, set them free,’ SodaStream’s provocative new television commercial will air today in the US across major broadcast and cable networks, and will later roll out into many of SodaStream's 45 global markets. SodaStream’s goal is clear; to make a bold statement to confront “Big Soda” and take market share from the soft drink giants.

 

The TV commercial, “The SodaStream Effect,” will have a rate card media value estimated over $18 million globally, during the initial twelve week period. The campaign coincides with the launch of "The Source" soda maker designed by celebrated designer Yves Béhar, and is part of an integrated marketing effort that includes a new visual identity, logo, branding and tagline.

“The SodaStream Effect is aimed at establishing a strong brand image and distinct lifestyle positioning,” stated Ilan Nacasch, CMO of SodaStream. “We are on a mission to empower consumers to make the world a better place by eliminating bottles and cans, and to enjoy bubbles without the bottles.”

The campaign has been developed in part by highly acclaimed and influential advertising innovators Alex Bogusky and Rob Schuham of the COMMON agency, a group dedicated to accelerating social change.

The new TV commercial, directed by Daniel Benmayor, showcases the brand’s values and promotes sustainable consumption in a unique and dramatic way. The ad shows different scenes of soda bottles dissappearing instantaneously as people use the SodaStream soda maker, delivering a powerful message about waste and sustainability.  The spot closes with commentary of ‘with SodaStream you can save 2000 bottles per year.’

“There are an alarming 460 billion bottles and cans manufactured every year, of which the vast majority – nearly one billion per day- are dumped as waste across parks, oceans and landfills. We challenge the entire beverage industry and its arguably outdated business model, showing people that when you can make soda straight from tap water, there exists a smarter choice," noted CEO of SodaStream Daniel Birnbaum.

The US will be the first market to air the TV commercial, which  will soon be supported by a holistic global advertising campaign, Set the Bubbles Free, across television, print, billboard and web advertising platforms.  The commercial can be viewed at www.sodastream.com/sodastreameffect