SodaStream Fizzes Up The "Big Game" Advertising Scene

            SodaStream Fizzes Up The "Big Game" Advertising Scene

Revised 'SodaStream Effect' ad will air during football's Big Game.

New 'Game Changer' ad was rejected but will appear on alternative networks

PR Newswire

CHERRY HILL, N.J., Jan. 30, 2013

CHERRY HILL, N.J., Jan. 30, 2013 /PRNewswire/ --SodaStream International,
Ltd. (NASDAQ: SODA), the world's leading manufacturer and distributor of home
carbonation beverage systems, announced today that a revised version of the TV
spot 'SodaStream Effect' will be presented to more than 100 million viewers of
football's Big Game on February 3. An entirely new spot, developed by
advertising legend Alex Bogusky specifically for the Big Game, was not
approved, but will air online and on other television networks.


SodaStream empowers consumers to make their own fresh soda at home in seconds,
without the devastating environmental impact of plastic soda bottles and cans,
which litter our parks and oceans.

"500 million bottles and cans are manufactured every day in the U.S.^1 and
less than 50% are recycled, causing untold damage to our environment," said
Daniel Birnbaum, CEO, SodaStream International. "Our ad confronts the beverage
industry and its arguably out-dated business model by showing people that
there exists a smarter way to enjoy soft drinks. One day we will look back on
plastic soda bottles the way we now view cigarettes; as a dangerous vice, not
as an easily-accepted feature of everyday life."

'The SodaStream Effect' makes this case explicit. In the spot, various
consumers use SodaStream; the moment they press down on its carbonation lever,
plastic soda bottles disappear from warehouses, trucks and elsewhere, to the
surprise of warehouse managers and soda deliverymen. The voiceover states that
"with SodaStream, we could have saved 500 million bottles on Game Day alone."
A second spot, "Game Changer" (, specifically intended
to air during the Big Game, takes the core concept to an even more
entertaining direction. In Game Changer, rival drivers from the two largest
Big Soda brands face off in a supermarket parking lot. Preparing for delivery,
they stack their soda cases one atop the other, their pace quickening, until
they break into a sprint, feverishly trying to beat the other to the
supermarket's front door. In a flash, their plastic bottles disappear, thanks
to SodaStream. However, because the two Big Soda brands are clearly identified
in 'Game Changer' the ad was rejected.

Bothcommercialswere the result of a non-traditional collaboration
betweenAlexBogusky and the creative team at Pale Dot Voyage led by Creative
Director David Littlejohn, and Executive Integrated Producer Chris Kyriakos of
Octopus of Mind.The spots were directed by Daniel Benmayor.

"We understand that the 'Game Changer' ad may be uncomfortable to the Big Soda
companies, but we are proud of the ad and the truth that it brings to the
American consumer," adds Ilan Nacasch, CMO, SodaStream International. "We
created a spot that is fun and entertaining, yet thought-provoking. We are
sure consumers will love it, and will air it for them to see online and on
other television networks."

"SodaStream is leading a revolution in the U.S. beverage industry with a
convenient, cost effective system that lets consumers enjoy fresh, fizzy soda
at home in seconds", said Gerard Meyer, President, SodaStream USA. "Consumers
are embracing SodaStream and U.S. retailers have taken notice. We are now in
more than 15,000 retail stores in the U.S. and this will continue to grow. One
household at a time, SodaStream is making store-bought soda a relic of the

The full version of SodaStream's rejected Big Game commercial can be viewed at . The updated SodaStream Effect, set to air during the
game on February 3, may be found here:

About SodaStream
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:

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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.

^1 Euronomitor Report: 'Packaging- Beverages,' USA 2012

SOURCE SodaStream International, Ltd.

Contact: Yonah Lloyd, President, +972 3 976-2462,; Ilan
Nacasch, Chief Marketing Officer, +972 545 657 740,
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