SodaStream International Ltd. announced that the Company will kick off its 2013 global ad campaign during Super Bowl XLVII on Sunday, February 3, 2013. SodaStream turns water into fresh, delicious soda in seconds, with over 150 flavor options, completely revolutionizing the way people enjoy soda at home. The Company is the world’s leading manufacturer and distributor of home soda maker systems and is experiencing strong growth, with products now available at 60,000 stores in 45 countries.
The TV spot will reveal a fresh take on its provocative new campaign, “The SodaStream Effect,” which highlights SodaStream’s sustainability benefit by showing scenes of soda bottles suddenly disappearing as people effortlessly make their own soda with SodaStream. The original ad can be viewed at www.youtube.com/sodastream, and the Company is planning a special Super Bowl ad that will feature a revised version made specifically for the game, based on the same creative centerpiece. The campaign has been developed in part by highly acclaimed and influential advertising innovators, Alex Bogusky and Rob Schuham of the COMMON agency. Mr. Bogusky was named Adweeks Creative Director of the Decade, having designed some of the most iconic ad campaigns in history.
“Our new commercial highlights the revolutionary benefits of our technology, confronting the conventional and arguably outdated beverage industry by showing people that there is a smarter way to enjoy soda,” stated Daniel Birnbaum, CEO of SodaStream. “The massive reach of this campaign will help spread this message, beginning with over 100 million viewers on Super Bowl Sunday, and will include follow-up commercials and other integrated marketing activities. Our commitment to invest in the Super Bowl is in line with our broader efforts to significantly increase our market penetration in the US and globally.”
SodaStream’s Super Bowl ad is scheduled to air during the fourth quarter of the game when people are most likely to notice the growing piles of bottles and cans strewn about the room and filling up their trash. “Last year alone, American consumers used over 180 billion soft drink packages, recycling only 29% of plastic bottles according to EPA research,” said Gerard Meyer, President of SodaStream USA. “We expect the ad will inspire a life-changing moment for consumers, making them realize they have the power to enjoy their bubbles, exactly how they want it, without the hassle of carrying, storing and disposing all of those bottles and cans ever again.”
SodaStream worked with The Cross Agency, the media Agency of Record for SodaStream USA, to secure this prestigious spot during the Super Bowl broadcast. “Our team truly believes in SodaStream, and we have worked hard to achieve this pinnacle of primetime exposure for them,” said Todd Taylor, President of The Cross Agency.
Super Bowl XLVII will broadcast nationally on CBS on February 3, 2013 from the Mercedes-Benz Superdome in New Orleans. According to Nielsen, Super Bowl XLVI (which aired in 2012) was the most-watched television program in US history with over 111 million viewers – the seventh straight year of increases in the Super Bowl’s TV audience.