SodaStream Makes Waves With Provocative New TV Commercial
SodaStream's New Global TV Campaign Takes on 'Big Soda' and Its Bottles
AIRPORT CITY, Israel, 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
(Logo: http://photos.prnewswire.com/prnh/20121107/NY07412LOGO )
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and its arguably outdated business model, showing people that when you can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.
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