• by Karlene Lukovitz  @KLmarketdaily, December 5, 2016

SodaStream is simultaneously running two humorous video campaigns: A global one featuring two “Game of Thrones” stars that parodies one of its famous scenes; and a U.S. one that makes fun of the unused “healthy” gifts we foist on one another during the holidays.

After a stretch of poor financial results, the Israeli-based maker of home machines for making carbonated beverages from tap water has been seeing a rebound, with three consecutive quarters of double-digit revenue growth. In Q3, sales increased 12.9% and earnings leapt 214%. 

Investment research firm Zacks attributes the improvement to repositioning the brand to put more focus on its ability to produce “sparkling,” as opposed to “carbonated” water, and to effective marketing programs aimed at increasing household penetration.  

SodaStream's new “Shame or Glory” video (below), from a global marketing team led by VP Matti Yahav, with agency Allenby Concept House, exemplifies the brand’s irreverent advertising approach. 

The full three-minute version shows a spoof of the walk of shame atonement scene from Season 5 of “Game of Thrones.” British comedian Ross Hatt plays an unassuming production assistant from the show, who buys bottled sparkling water for the cast at a supermarket, only to be pursued through the streets by actress Hannah Waddingham, in her “Septa Unella” role from the series, ringing a bell and shouting “shame!” 

Back on the set after being besieged by angry crowds, the assistant is bluntly educated by actor Thor Bjornsson, who plays Ser Gregor Clegane, aka “The Mountain,” in the series. 

“Why are you carrying shameful, polluting plastic bottles?,” the giant asks. “Don’t you know you’re hurting Mother Earth? Mother Earth has given us so much…the birds, the bees, the ocean, Matthew McConaughey, peanuts! Why would you destroy all of these beautiful creations?”

Bjornsson then explains that, “With SodaStream, you can make sparkling water at home, at the touch of a button...just the way you like it, without carrying heavy plastic bottles and pissing off Mother Earth…”

The video, which is featured on the brand’s web site as well as its YouTube and other social channels, and has been supported with an integrated social campaign, has pulled 35 million views in its first three weeks, according to a brand rep. (YouTube is showing 2 million plus.) 

SodaStream and Allenby released another popular video this past spring, called “Heavy Bubbles,” that also starred Bjornsson, in which he joked about using heavy water-filled bottles for weight lifting before conveying the convenience and ecological benefits of the brand’s machines.

But the International Bottled Water Association is not amused. After “Shame or Glory” was released, IBWA, which represents brands including Nestle and Fiji Water, sent SodaStream a letter demanding that it stop showing the video. IBWA asserts that the video makes false and disparaging statements about bottled water, in part because it focuses on bottled water without mentioning other bottled beverages that are less healthy and have larger environmental footprints.

SodaStream used the letter to create more brand buzz by announcing that it would reject IBWA’s demand, and charging that the “profiteering” IBWA is trying to gag a true environmental message and mislead consumers by trying to convince them that “there’s something wrong with the high-quality, delicious tap water available in most homes in America.” 

Humorous Holiday Videos

Meanwhile, SodaStream USA’s marketing team, with Bay-Area production agency Where the Buffalo Roam (WTBR), have created a complementary holiday-themed video series.

The “Give the Gift They’ll Love” campaign humorously focuses on health-and-wellness benefits, while also working in the environmental message.

Four, 30-second videos show people profanely complaining about impractical, quickly abandoned healthy gifts like a fitness straps, tracker and DVDs, but lighting up when presented with sparkling water from a SodaStream machine. 

These videos are featured on the brand’s U.S. YouTube channel, Facebook and Instagram pages, and the “holiday giving” area of its site.

Pre-roll ads on YouTube and social posts point to the site, which offers ongoing holiday deals.