CHERRY HILL, N.J.–SodaStream International will launch its global advertising campaign in 2013 with a television spot ad to be broadcast during Super Bowl XLVII on Feb. 3.
The ad will provide a fresh take on the company’s campaign, “The SodaStream Effect,” which highlights the company’s sustainability benefit by showing scenes of soda bottles suddenly disappearing as people make their own soda with SodaStream’s soda makers. The original ad can be viewed at youtube.com/sodastream, and the ad slated for the Super Bowl will be a revised version based on the same creative centerpiece, according to a company statement.
Daniel Birnbaum, SodaStream’s CEO, said, “Our new commercial highlights the revolutionary benefits of our technology, confronting the conventional and arguably outdated beverage industry by showing people that there is a smarter way to enjoy soda.” Birnbaum estimated that more than 100 million people will watch the Super Bowl, and added that this campaign will include follow-up commercials and other integrated marketing activities.
The ad is scheduled to air during the fourth quarter of the game, “when people are most likely to notice the growing piles of bottles and cans strewn about the room and filling up their trash,” the statement said. Gerard Meyer, SodaStream’s president, said, “We expect the ad will inspire a life-changing moment for consumers, making them realize they have the power to enjoy their bubbles, exactly how they want it, without the hassle of carrying, storing and disposing all of those bottles and cans ever again.”