SodaStream International Ltd. (Nasdaq: SODA) today announced that it will kick off its 2014 global ad campaign at the Super Bowl XLVIII on Sunday, February 2, 2014. This is the second consecutive year that the home carbonation system company will be among some 40 elite brands advertising during the broadcast of the National Football League championship. The SodaStream ad is scheduled to appear during the fourth quarter of the game. Sources believe that the ad will cost $4 million to air.
"The Super Bowl is a proven venue for SodaStream to deliver our beverage revolution message to over 100 million viewers, empowering consumers to enjoy a smarter, 'better-for-you' alternative to packaged soda," said SodaStream CEO Daniel Birnbaum. "The soda industry is dated and ripe for disruption. Our strong growth demonstrates that SodaStream is blazing the trail to a future where it will be mainstream for people to easily make fresh, delicious soda at home, no longer needing to lug bottles and cans of soda that can be unhealthy, often go flat, and generate billions of tons of garbage."
"SodaStream has opened a world of beverage freedom, choice and control, and consumers can now explore a boundless set of options to customize their favorite carbonated drinks," said SodaStream USA president Gerard Meyer. "Last year, our Super Bowl investment strengthened our retail relationships and raised our brand profile, yielding higher consumer awareness and resulting in excellent sales growth. This year we will again create an unforgettable viewer experience and an integrated marketing campaign across all media channels and point-of-sale activations in order to amplify the investment for maximum impact."
SodaStream worked with The Cross Agency to secure this prestigious spot during the Super Bowl broadcast. "Our team values our partnership with SodaStream and we are delighted to have worked hard to achieve this pinnacle of primetime exposure on their behalf for a second consecutive year," said The Cross Agency president Todd Taylor.
Published by Globes [online], Israel business news - www.globes-online.com - on November 6, 2013
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