SodaStream and its agency Blue Water are teaming with fitness guru Jillian Michaels for an informercial to tout the beverage maker's "hydration benefits."
The infomercial will be one-part product
demonstration and one-part discussion between Michaels and SodaStream CEO Daniel Birnbaum about how SodaStream can help consumers to drink more water.
The nationwide ad will debut next
month.
This campaign will be supported with in-store demos, shelf presence and secondary displays, consumer promotions, social media activations and influencer referral programs. "These allow
us to transform our brand momentum into sales," Birnbaum said on a call with investors.
SodaStream has pivoted away from its previous image as a flavored soda maker toward sparkling water. In
Q2 2017, consumers prepared 460 million liters of carbonated beverages, 88% of which was non-flavored sparkling water.
Flavor unit sales decreased 11% year-over-year to 5.3 million, according
to financial results. Some 11.6 million households own its system.
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