Sodastream News:
I can’t believe I am about to publish a Sodastream article on this site that is already focusing on the holidays but I am. I almost hate myself for doing this but Sodastream released some new ad campaigns yesterday and of course, they are holiday focused. Taking a step in a slightly different direction from ad campaigns over the past year, Sodastream is moving away from their more environmental focus to put a little fun and fizz in the holidays. Yesterday, Sodastream rolled out some ad campaigns to air in the UK for the next five weeks. Here is one of the ads that will be running in the UK:
SodaStream, the fizzy drinks maker, is shifting its marketing strategy ahead of Christmas to promote the humour and light-heartedness of the brand in a £1.5m campaign. The ‘Make Someone Happy This Christmas’ campaign breaks today (10 November) and will include two 30-second spots created in house, featuring a teenage boy and, separately, a mum, each unwrapping their Christmas presents.Both ads are a light-hearted take on the style of a family home video and show the main character crying with joy when they realise their present is a new SodaStream.The fun tone marks a shift from SodaStream’s global marketing campaign earlier this year which focused on the environmental impact of plastic bottle waste.The five-week campaign, which was planned and bought by WPP media agency MediaCom, will include spots during peak viewing times, such as during ‘Coronation Street’, in an attempt to reach family audiences.Fiona Hope, managing director of SodaStream UK, said: “We have grown significantly since our re-launch and we’re predicting Christmas this year to be even better than last, due to the sustained investment in the brand over the past 18-months, which has reinforced the brand’s place in today’s world.
“SodaStream is without doubt the ‘hot’ Christmas present this year.”
A spokesman for SodaStream said it estimates that 83% of the UK population will see the ads an average of six times across the campaign.
Last year SodaStream re-launched, reviving its 1980′s strapline ‘”get busy with the fizzy” under the direction of Hope, a former marketer at Greene King and Coca-Cola.
Although I am not overly impressed by these ads, I do appreciate the fact that we are getting a break from the disturbing ads focused on environmental impact. These ads will at least provide a nice little break from the holidays and while they border on ridiculous, they are at least fun natured and appropriate for the holiday season.
I have not yet caught wind of the ad campaigns scheduled to run here in the United States, but I did get a glimpse of one of the US ads. I’ve pasted it below for those that wish to have a peek.
A little Sodastream Holiday Warning:
As long as we are on the subject of the holidays, it might be wise of me to mention last season’s experience with Sodastream. Those planning on giving a Sodastream as gifts last year were sorely disappointed as the product sold out rapidly with all retailers. Sodastream has since beefed up distribution channels and manufacturing levels so I don’t anticipate this holiday season to see as significant of a shortage in Sodastream products. With that said, however, I do anticipate the Sodastream Home Soda Maker will be a huge hit for holiday gifts this year so you might want to plan ahead and do your Sodastream shopping a bit early. If you end up missing out, don’t say I didn’t warn you.
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