SodaStream Makes Waves With Provocative New TV Commercial
SodaStream's New Global TV Campaign Takes on 'Big Soda' and Its Bottles
Nov 8, 2012
AIRPORT CITY, Israel, Nov. 8, 2012 /PRNewswire/ -- 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 Behar, 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 disappearing 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 We challenge the entire beverage industry and its arguably outdated business model, showing people that when you can make soda straight from tap water, there exists a smarter choice," noted CEO of SodaStream Daniel Birnbaum.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 http://www.sodastream.com/sodastreameffect
SodaStream manufactures beverage carbonation systems which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water. Soda makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water. Our products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use. In addition, our products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles. Our products are available at more than 60,000 retail stores in 45 countries around the world. For more information on SodaStream, please visit the Company's website: www.sodastream.com.
To download SodaStream's investor relations app, which offers access to SEC documents, press releases, videos, audiocasts and more, please visit http://itunes.apple.com/us/app/soda-ir/id524423001?mt=8 for your iPhone/iPad, or https://play.google.com/store/apps/details?id=com.theirapp.soda for your Android mobile device.
Forward Looking Statements
This release contains forward-looking statements, which express the current beliefs and expectations of management. Such statements are based on management's current beliefs and expectations and involve a number of known and unknown risks and uncertainties that could cause our future results, performance or achievements to differ significantly from the results, performance or achievements expressed or implied by such forward-looking statements. Important factors that could cause or contribute to such differences include risks relating to: our ability to expand into our target markets, including the United States; our ability to continue to develop or maintain our presence in retail networks; our ability to develop and implement production and operating infrastructure to effectively support our growth; the success of our marketing campaigns and media spending in terms of increased sales or increased product and brand name awareness; our ability to maintain our customer base in markets where we have an established presence; the risks associated with our reliance on exclusive arrangements for the distribution of our beverage carbonation systems and consumables in each of the markets in which we use third-party distributors; our ability to compete effectively with other companies which currently offer, or may offer in the future, competing products; potential product liability claims if any component of our beverage carbonation systems is misused; our ability to protect our intellectual property rights; our being found to have a dominant position in certain markets which may place limits on our ability to operate; risks associated with our being a multinational corporation, including fluctuations in currency exchange rates; our potential exposure to greater than anticipated tax liabilities; our products being subject to extensive governmental regulation in the markets in which we operate; adverse conditions in the global economy which could negatively impact our customers' demand for our products; and other factors detailed in documents we file from time to time with the United States Securities and Exchange Commission. Forward-looking statements in this release are made pursuant to the safe harbor provisions contained in the Private Securities Litigation Reform Act of 1995.
Chief Corporate Development and Communications Officer
SOURCE SodaStream International Ltd.