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SodaStream Announces Its First-Ever Super Bowl Commercial

CHERRY HILL, N.J. and AIRPORT CITY, Israel, Dec. 4, 2012 /PRNewswire/ -- SodaStream International Ltd. (NASDAQ: SODA) today 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, 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"Our new commercial highlights the revolutionary benefits of our technology, confronting the conventional and arguably outdated beverage industry by showing people that there is a smarter way to enjoy soda," stated Daniel Birnbaum, CEO of SodaStream.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.

About SodaStream
SodaStream USA is the US subsidiary of SodaStream International Ltd. (NASDAQ: SODA), the world's leading manufacturer and distributor of home 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, including almost 15,000 retail stores in the United States.  For more information, visit

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About The Cross Agency
The Cross Agency is a full-service advertising agency and subsidiary of Cross MediaWorks, Inc., a leading multi-platform media firm that specializes in media management on a targeted and measured basis.  The Cross Agency manages multiple properties and partnerships including more than 450 broadcast stations, cable networks and satellite systems.  Over the past 20 years, TCA has developed a reputation in both commercial and non-profit sectors for its expertise in brand and direct response strategy, advertising research and media planning.  The agency represents some of the most influential and innovative minds in the industry and has been recognized for helping clients cultivate new partnerships and motivate action among key consumer segments on a targeted and measured basis.  For more information visit

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.

SodaStream Contact:
Yonah Lloyd
Chief Corporate Development and Communications Officer
Phone: +972-3-976-2462

SOURCE SodaStream International Ltd.