• by Larissa Faw , December 12, 2016

SodaStream has appointed Allenby Concept House as its first-ever global AOR. The Israel-based agency will be responsible for conceptualizing, producing and implementing campaigns to increase sales and brand awareness through a mix of strategy, creative, event productions, execution, influencer outreach, and product placement.

The account will be led out of the agency’s New York office by partner Eli Peer.  But the beverage brand will also continue to work with local shops on individual, targeted campaigns. 

Prior to being named global AOR Allenby led a number of major campaigns for the client including November's “Shame or Glory” digital campaign that received more than 10 million views in 48 hours. The agency also helped to position the eco-friendly, wellness brand among consumers and played an integral role in helping SodaStream launch its new line of machines by designer Yves Behar.

“First and foremost, I thoroughly enjoy working with Allenby," says Daniel Birnbaum, CEO, SodaStream. "They are risk takers, innovative, witty, and a whole lot of fun. Creatively, they always come to the table with something unexpected and spot on for the mission at hand. It is rare to find that combination of personality, creativity, and impeccable execution.”

The company’s advertising and promotion expenses in 2015 totaled just over $55 million, according to the firm’s last annual report. The company is approaching 10 million active users globally.