Daniel Birnbaum on SodaStream's Super Bowl Ad
From an advertising perspective, the Super Bowl is the world’s greatest stage. But our DNA has up till now been intentionally nontraditional. Guerrilla marketing, grass-roots tactics. We haven’t wanted to sound like just another soda brand, and anyway, there’s no way we could ever compete dollar for dollar with the big guys. The marketing budget of Coca-Cola is close to $12 billion a year, and ours is somewhere in the realm of $65 million, about a half-percent of theirs. So if we used the textbook they did, we’d be crushed.
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