Daniel Birnbaum on SodaStream's Super Bowl Ad

The SodaStream CEO on spending a large part of his marketing budget on a Super Bowl ad
Illustration by Jimmy Turrell

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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