SodaStream International Ltd announced that it will kick off its 2013 global ad campaign during Super Bowl XLVII on Sunday, Feb. 3, 2013.
The company says 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 Alex Bogusky and Rob Schuham of the COMMON agency. Mr. Bogusky was named Adweek's Creative Director of the Decade.
"Our new commercial highlights the revolutionary benefits of our technology, confronting the conventional and arguably outdated beverage industry by showing people that there is a smarter way to enjoy soda," says Daniel Birnbaum, CEO of SodaStream.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, the company points out, 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 its 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.