While many gift-givers buy health-related presents, SodaStream's new holiday campaign asserts that these gifts usually end up being useless and unwanted by the recipient.
SodaStream’s alternative strategy: People should gift its sparkling water makers.
Developed with agency Where The Buffalo Roam (WTBR), ads in the campaign show people receiving various health-inspired gifts, such as fitness trackers, straps, and DVDs. Their reaction is less than joyous.
But the giftees soon find happiness once again when they receive SodaStream products.
The media buy and strategy is executed by Gale Partners in NYC.
The four mobile-optimized vignettes are designed to be digitally viewed and shared, leaning heavily on social viewing to maximize organic shares. Each is roughly 30-seconds and all four will be in rotation through December 24.
The videos also appear on the SodaStream site and the brand is leveraging them in its on-going electronic customer relationship management efforts. "SodaStream hopes that a little shock value and a lot of consumer insight will increase engagement," the agency said in a release.
The creative is based on two core beliefs. First, drinking more water is one of the easiest and most enjoyable ways to make a lasting healthy lifestyle change. SodaStream users drink 43% more water. Also, a lot of holiday messaging can be overly saccharine, sentimental and disingenuous.
SodaStream does not have an AOR relationship; this campaign with WTBR is a one-off project.