SodaStream has unveiled its first global TV campaign; set to premiere in the UK on Thursday 22 November during the ad break of ITV1’s ‘I’m a Celebrity…Get Me Out of Here’.
The advertisement, entitled “The SodaStream Effect”, will roll out across selected SodaStream markets including America, Australia and Sweden, with a global spend of £11 million. The creative is part of an integrated marketing campaign that aims to take market share from beverage giants.
SodaStream is also revealing the new visual identity, logo, branding and tagline – ‘If you love the bubbles, set them free’.
Developed by Alex Bogusky and Rob Schuham of the COMMON agency and directed by Daniel Benmayor, the campaign tackles the soft drinks industry’s waste issues head on by showcasing SodaStream’s brand values and promoting sustainable consumption.
The advertisement shows soft drink bottles disappearing as more and more people use the SodaStream, the spot ends with the line ‘with SodaStream you can save 2,000 bottles per year.’
Ilan Nacasch, CMO of SodaStream, commented: “The SodaStream Effect is aimed at establishing a strong brand image and distinct lifestyle positioning. 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.”
SodaStream CEO, Daniel Birnbaum, added: “The UK throws away over 13 billion plastic bottles a year, many of which 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“We challenge the entire beverage industry and its arguably outdated business model, showing people that when you can make soft drinks straight from tap water, there exists a smarter choice.”