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SodaStream International Ltd., Airport City, Israel, announced that it will kick off its 2013 global advertising campaign during Super Bowl XLVII on Sunday, Feb. 3, 2013.
The TV spot will reflect the company’s new campaign, "The SodaStream Effect," which highlights SodaStream's sustainability benefit by showing scenes of soda bottles suddenly disappearing as people make their own sodas with SodaStream. The original ad can be viewed at www.youtube.com/sodastream, and the company is planning a special Super Bowl ad that will feature a revised version made specifically for the game, based on the same creative centerpiece. The campaign was developed in part by Alex Bogusky and Rob Schuham of the Common agency.
"Our new commercial highlights the revolutionary benefits of our technology, confronting the conventional and arguably outdated beverage industry by showing people that there is a smarter way to enjoy soda," said Daniel Birnbaum, chief executive officer of SodaStream, in a statement. "The massive reach of this campaign will help spread this message, beginning with over 100 million viewers on Super Bowl Sunday, and will include follow-up commercials and other integrated marketing activities. Our commitment to invest in the Super Bowl is in line with our broader efforts to significantly increase our market penetration in the U.S. and globally."
Gerard Meyer, president of SodaStream USA, a subsidiary of SodaStream International, added: "Last year alone, American consumers used over 180 billion soft drink packages, recycling only 29 percent of plastic bottles according to [Environmental Protection Agency] (EPA) research. We expect the ad will inspire a life-changing moment for consumers, making them realize they have the power to enjoy their bubbles exactly how they want it without the hassle of carrying, storing and disposing all of those bottles and cans ever again."
SodaStream's Super Bowl ad is scheduled to air during the fourth quarter of the game.