SodaStream International tapped Dallas-based agency Commerce House to create a TV campaign aimed at repositioning the in-home carbonator. The company is addressing the dilemma of sugary and
artificially flavored beverages by focusing on sparkling water made to order by consumers. The agency will create a campaign repositioning the company from soda maker to sparkling water system. The
campaign will launch later this summer. McCann previously served as SodaStream's agency of record. "We're focusing on empowerment -- made by you, not for you," said Daniel Birnbaum, chief executive
officer of SodaStream. "Our mission is to revolutionize the beverage industry by giving consumers healthier, more fun, sparkling water options. By bringing the emotion of our brand to life in video,
Commerce House will help us define and own the most important territory in the beverage category." SodaStream was attracted to Commerce House following the agency's repositioning of Zico coconut
water, now a Coca-Cola brand, as a natural sports drink. SodaStream spent $20 million on measured media in 2013 and $9 million in 2014, according to Kantar Media.