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 
CHERRY HILL, N.J., Jan. 31, 2013 /CNW/ - SodaStream International, Ltd. 
(NASDAQ: SODA), the world's leading manufacturer and distributor of home 
carbonation beverage systems, announced today that a new version of  the TV 
spot 'SodaStream Effect' will be presented to more than 100 million viewers of 
football's Big Game on February 3. A 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 US[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" (youtube.com/sodastream), 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. 
Both commercials were the result of a non-traditional collaboration between 
Alex Bogusky 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 US 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 
past." 
The full version of SodaStream's rejected Big Game commercial can be viewed at 
youtube.com/sodastream. The updated SodaStream Effect, set to air during the 
game on February 3, may be found here: 
http://www.youtube.com/watch?v=h1HQxcTYTho&feature=youtu.be. 
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: www.sodastream.com. 
SodaStream App 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. 
[1] Euronomitor Report: 'Packaging- Beverages,' USA 2012 
Company, Yonah Lloyd, Chief Corporate Development and Communications Officer,  
+972 3 976-2462, yonahl@sodastream.com, or Ilan Nacasch, Chief Marketing 
Officer, +972 545 657 740, ilann@sodastream.com; or Media, Melanie Kreiter, 
SS|PR, +1-847-415-9320, mkreiter@sspr.com 
http://www.sodastream.com 
SOURCE: SodaStream 
To view this news release in HTML formatting, please use the following URL: 
http://www.newswire.ca/en/releases/archive/January2013/31/c2188.html 
CO: SodaStream
ST: New Jersey
NI: ADV PUB FBR FOD SPORTS NP  
-0- Jan/31/2013 19:17 GMT
 
 
Press spacebar to pause and continue. Press esc to stop.