THUNDER BAY – As the holiday season nears, people are always looking for new gift ideas. One company, SodaStream is reaching out this holiday season to not only help the environment, but to enjoy “bubbles without the bottles”. “There are an alarming 460 billion bottles and cans manufactured every year, of which the vast majority – nearly one billion per day- are dumped as waste across parks, oceans and landfills. We challenge the entire beverage industry and its arguably outdated business model, showing people that when you can make soda straight from tap water, there exists a smarter choice,” states Daniel Birnbaum the CEO of SodaStream.
The company has been around for a long time, since the 1980s. The new pitch to consumers, part of an $18 million dollar ad buy is geared toward getting consumers to break the plastic bottle habit that sees those billions of bottles and cans used up everyday in the United States.
The TV commercial, “The SodaStream Effect,” will have a rate card media value estimated over $18 million globally, during the initial twelve week period. The campaign coincides with the launch of “The Source” soda maker designed by celebrated designer Yves Béhar, and is part of an integrated marketing effort that includes a new visual identity, logo, branding and tagline.
“The SodaStream Effect is aimed at establishing a strong brand image and distinct lifestyle positioning,” states Ilan Nacasch, CMO of SodaStream. “We are on a mission to empower consumers to make the world a better place by eliminating bottles and cans, and to enjoy bubbles without the bottles.”
The US will be the first market to air the TV commercial, which will soon be supported by a holistic global advertising campaign, Set the Bubbles Free, across television, print, billboard and web advertising platforms.
The ‘proof in the pudding’ will be in how many consumers pick up the product. The SodaStream is available in Thunder Bay or online at www.sodastream.com