Home beverage carbonation systems company Sodastream International Ltd. (Nasdaq: SODA) will become the first ever Israeli company to advertise at the Super Bowl. The company said that it will kick off its 2013 global ad campaign during Super Bowl XLVII on Sunday, February 3, 2013.
SodaStream said that the coveted TV spot will reveal a fresh take on its provocative new campaign, “The SodaStream Effect,” which stresses that the company's product replaces wasteful amounts of discarded plastic bottles. The original ad 'The SodaStream Effect', which has been aired in the US, Sweden and Australia but banned in the UK for "denigrating the bottled drinks market," is being revised for the Super Bowl but will be based on the same creative centerpiece.
The campaign has been developed in part by influential advertising innovators, Alex Bogusky and Rob Schuham of the COMMON agency.
SodaStream CEO Daniel Birnbaum said, “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 US and globally.”
SodaStream’s Super Bowl ad is scheduled to air during the fourth quarter of the game when, the company says, "people are most likely to notice the growing piles of bottles and cans strewn about the room and filling up their trash."
SodaStream USA president Gerard Meyer said, “Last year alone, American consumers used over 180 billion soft drink packages, recycling only 29% of plastic bottles according to 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.”
Super Bowl XLVII will broadcast nationally on CBS on February 3, 2013 from the Mercedes-Benz Superdome in New Orleans. According to Nielsen, Super Bowl XLVI (which aired in 2012) was the most-watched television program in US history with over 111 million viewers - the seventh straight year of increases in the Super Bowl’s TV audience.
Published by Globes [online], Israel business news - www.globes-online.com - on December 5, 2012
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