• by Larissa Faw , December 11, 2015

Last year, SodaStream repositioned its brand to focus on health and wellness and then  supported this relaunch with some regional testing of new out-of-home and digital advertising that featured the slogan Be A Sparkling Water Maker, which anchors the brand as a water brand and encourages consumers to take charge of their health by sparkling their own water. 

SodaStream also tested a TV spot called Factory of One, which highlights the power of creating your own sparkling waters at home versus buying pre-made industrial beverages.  

Now the brand is introducing a lighthearted holiday initiative that’s meant to be shared. 

Developed by agency ShareAbility, the campaign features percussionist Ravi Drums (who has worked with entertainers like Britney Spears and Jennifer Lopez) and features him and a group of other musicians making the sound of “fizz" and surprising holiday shoppers. 

The one-day shoot was filmed at Irvine Spectrum, in Orange County, CA on Black Friday. It was designed to be "of the moment." Indeed this quick turnaround is a little faster than normal since the brand wanted to shoot it authentically when during the heavy holiday shopping period.  

"The video and overall campaign shows the brand in its true spirit – fun,” says Nick Reed, co-founder, ShareAbility. “SodaStream is a fun product. Consumers who own one or purchase one as a gift have a great time using [or] buying it for their friends and family." 

This campaign lives entirely online at SodaStream's Facebook, YouTube and main website. The YouTube portal has had more than 402,000 views.  

This digital execution is a deliberate strategy to hold back some of its advertising and promotional spend until the company hits on the right marketing tactics and improves its in-store presence to deliver the demand and conversion experienced in other markets, say SodaStream executives. While this effort is U.S.-focused, the video is accessible globally across countries that have high usage of SodaStream.  More than 80% of SodaStream sales are outside of the U.S.