SodaStream has launched its so-called “City Blitz” advertising campaign running in New York, San Francisco and Seattle through August 15. The effort coincides with the introduction of its new generation of sparkling water makers.
The $2.75 million campaign includes hundreds of billboards, full-bus wraps and hand-painted wall murals with messaging that calls on consumers to “Be a Sparkling Water Maker” by making their own customized beverages at home with the brand's natural flavors.
Also, branded SodaStream buses will provide samples and information to passersby about how the brand’s sparkling-water system works. The buses will also make stops at a variety of media offices to offer giveaways and share the latest product innovations, including its new SodaStream Power machine and Waters drink mixes.
Although the company has "soda" in its name, the brand will focus more on its water products in the future and hopes this campaign will more closely associate it with the “health and wellness” attributes associated with water products.
The company’s focus on sparkling water comes after sales and profit declines. Last year sales were down about 9% to $511.8 million versus 2013 when adjusted net income (which eliminates the effect of some restructuring costs) was down 34% to $27.9 million.
Another “City Blitz” campaign element includes targeted night projections that will shine in busy areas of the target cities, displaying the “Be a Sparkling Water Maker,” slogan, encouraging consumers to take charge of their health by sparkling their own water.
SodaStream will launch a variety of digital banner ads, videos and rich media, which will also be shared on the brand’s website and social media sites.
SodaStream spent $12.47 million on advertising and promotions in the first quarter of 2015, or about 14% of revenue for the period. In the short to medium term, executives expect advertising to be at around 15% of total revenue.