SodaStream’s new global TV campaign takes on the soft drinks industry and its bottles
SodaStream today announced the launch of its first global TV campaign which premieres in the UK on Thursday 22 November.
“The SodaStream Effect”, will debut during ITV1’s ‘I’m a Celebrity….Get Me Out of Here’ and will also roll out across select SodaStream markets, including America, Australia and Sweden, with a global spend of £11 million.
The provocative new execution is part of an integrated marketing campaign that confronts the soft drinks industry and its bottles, and aims to take market share from the beverage giants. SodaStream is also revealing a new visual identity, logo, branding and tagline – ‘If you love the bubbles, set them free’.
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, and directed by Daniel Benmayor, the new campaign tackles the soft drinks industry’s waste issues head on by showcasing the brand’s values and promoting sustainable consumption.
The 30 second ad shows different scenes of soft drink bottles disappearing instantaneously as people use the SodaStream soda maker, delivering a powerful message about waste and sustainability. The spot closes with the line ‘with SodaStream you can save 2,000 bottles per year.’
The campaign coincides with the launch of “The Source”, a new drinks maker designed by celebrated sustainable design innovator Yves Béhar which was unveiled in The Conran Shop, Fulham Road in October.
Ilan Nacasch, CMO of SodaStream, said: “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.”
Daniel Birnbaum, CEO of SodaStream, said: “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 We challenge the entire beverage industry and its arguably outdated business model, showing people that when you can make soft drinks straight from tap water, there exists a smarter choice.”