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.