DALLAS, TX (July 16, 2015) – SodaStream International Ltd. (NASDAQ: SODA), the leading global manufacturer and distributor of sparkling water makers, has tapped Dallas-based agency Commerce House for a TV campaign aimed at repositioning the in-home carbonator. The agency will create a strategic campaign for the ongoing repositioning of the company from soda maker to sparkling water system – which began last year with a new tagline (“Water made exciting”) and out-of-home advertising on the theme, “Be a Sparkling Water Maker.” The new advertising campaign will begin in test later this summer.
“SodaStream is our kind of partner,” said Mark Denesuk, founder of Commerce House. “The brand is at the forefront of two defining movements – health and wellness and consumer empowerment. They’re creating a synthesis that’s fresh. We know how to make that matter to consumers.”
SodaStream is addressing the dilemma of sugary and artificially flavored beverages, and the rise of the do-it-yourself consumer, by focusing on sparkling water made to order by consumers themselves.
“We’re focusing on empowerment – made by you, not for you,” said Daniel Birnbaum, Chief Executive Officer of SodaStream. “Our mission is to revolutionize the beverage industry by giving consumers healthier, more fun, sparkling water options. By bringing the emotion of our brand to life in video, Commerce House will help us define and own the most important territory in the beverage category.”
SodaStream was attracted to Commerce House for its work in building brands at the forefront of categories, industries and cultural trends. Of particular interest was the agency’s repositioning of Zico coconut water, now a Coca-Colabrand, as the natural sports drink.
“Commerce House brings us beverage experience with a fresh perspective,” Birnbaum added. “They’ve developed inspiring, brilliant creative that captures our DNA, what we offer consumers, and cultural trends. They’ve already provided great insight and will be instrumental as a strategic partner.”
About Commerce House
Founded in 2005, Commerce House is an advertising agency that builds brands at the forefront of business and consumer movements. We take what clients do best and make it matter most with a comprehensive service offering that includes marketing and communications strategy counsel, advertising, digital marketing, direct marketing, and strategic design. We have done forefront work that matters for such global brands as Guinness, Samsung, and Zico, as well as regional brands including Texas Health Resources and the Dallas Fire Department. Commerce House is headquartered in Dallas, TX.
SodaStream is the world’s #1 sparkling water brand1, and the leading manufacturer and of Sparkling Water Makers, which enable consumers to easily transform ordinary tap water into sparkling water and flavored sparkling water in seconds. By making ordinary water more exciting and fun to drink, SodaStream helps consumers drink more water. Sparkling Water Makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks. The products promote health and wellness, are environmentally friendly, cost effective, and are customizable and fun to use. Products are available at more than 60,000 retail stores across 45 countries, including 13,500 retail stores in the United States. To learn more about how SodaStream makes water exciting and follow SodaStream on Facebook, Twitter, Pinterest, Instagram and YouTube, visit http://www.sodastreamusa.com.