CHERRY HILL, N.J. and AIRPORT
CITY, Israel, Dec. 4, 2012 /PRNewswire/ -- SodaStream
International Ltd. (NASDAQ: SODA) today announced that the Company
will kick off its 2013 global ad campaign during Super Bowl XLVII
on Sunday, February 3, 2013.
SodaStream turns water into fresh, delicious soda in seconds,
with over 150 flavor options, completely revolutionizing the way
people enjoy soda at home. The Company is the world's leading
manufacturer and distributor of home soda maker systems and is
experiencing strong growth, with products now available at 60,000
stores in 45 countries.
The TV spot will reveal a fresh take on its provocative new
campaign, "The SodaStream Effect," which highlights SodaStream's
sustainability benefit by showing scenes of soda bottles suddenly
disappearing as people effortlessly make their own soda 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 has been developed in part by highly acclaimed and
influential advertising innovators, Alex
Bogusky and Rob Schuham of
the COMMON agency. Mr. Bogusky was named Adweeks Creative
Director of the Decade, having designed some of the most iconic ad
campaigns in history.
"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technology, confronting the conventional and arguably outdated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," stated Daniel Birnbaum,
CEO of SodaStream. "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 people are most likely to notice the
growing piles of bottles and cans strewn about the room and filling
up their trash. "Last year alone, American consumers used
over 180 billion soft drink packages, recycling only 29% of plastic
bottles according to EPA research," said Gerard Meyer, President of SodaStream USA.
"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 worked with The Cross Agency, the media Agency of
Record for SodaStream USA, to
secure this prestigious spot during the Super Bowl broadcast. "Our
team truly believes in SodaStream, and we have worked hard to
achieve this pinnacle of primetime exposure for them," said
Todd Taylor, President of The Cross
Agency.
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.
About SodaStream
SodaStream USA is the US subsidiary of SodaStream
International Ltd. (NASDAQ: SODA), the world's leading manufacturer
and distributor of home beverage carbonation systems which enable
consumers to easily transform ordinary tap water instantly into
carbonated soft drinks and sparkling water. Soda makers offer a
highly differentiated and innovative solution to consumers of
bottled and canned carbonated soft drinks and sparkling water. Our
products are environmentally friendly, cost effective, promote
health and wellness, and are customizable and fun to use. In
addition, our products offer convenience by eliminating the need to
carry bottles home from the supermarket, to store bottles at home
or to regularly dispose of empty bottles. Our products are
available at more than 60,000 retail stores in 45 countries around
the world, including almost 15,000 retail stores in the United
States. For more information, visit
http://www.sodastream.com
To download SodaStream's investor relations app, which offers
access to SEC documents, press releases, videos, audiocasts and
more, please visit
http://itunes.apple.com/us/app/soda-ir/id524423001?mt=8 for your
iPhone/iPad, or
https://play.google.com/store/apps/details?id=com.theirapp.soda for
your Android mobile device.
About The Cross Agency
The Cross Agency is a
full-service advertising agency and subsidiary of Cross MediaWorks,
Inc., a leading multi-platform media firm that specializes in media
management on a targeted and measured basis. The Cross Agency
manages multiple properties and partnerships including more than
450 broadcast stations, cable networks and satellite systems.
Over the past 20 years, TCA has developed a reputation in
both commercial and non-profit sectors for its expertise in brand
and direct response strategy, advertising research and media
planning. The agency represents some of the most influential
and innovative minds in the industry and has been recognized for
helping clients cultivate new partnerships and motivate action
among key consumer segments on a targeted and measured basis.
For more information visit http://www.thecrossagency.com.
Forward Looking Statements
This release contains
forward-looking statements, which express the current beliefs and
expectations of management. Such statements are based on
management's current beliefs and expectations and involve a number
of known and unknown risks and uncertainties that could cause our
future results, performance or achievements to differ significantly
from the results, performance or achievements expressed or implied
by such forward-looking statements. Important factors that could
cause or contribute to such differences include risks relating to:
our ability to expand into our target markets, including
the United States; our ability to
continue to develop or maintain our presence in retail networks;
our ability to develop and implement production and operating
infrastructure to effectively support our growth; the success of
our marketing campaigns and media spending in terms of increased
sales or increased product and brand name awareness; our ability to
maintain our customer base in markets where we have an established
presence; the risks associated with our reliance on exclusive
arrangements for the distribution of our beverage carbonation
systems and consumables in each of the markets in which we use
third-party distributors; our ability to compete effectively with
other companies which currently offer, or may offer in the future,
competing products; potential product liability claims if any
component of our beverage carbonation systems is misused; our
ability to protect our intellectual property rights; our being
found to have a dominant position in certain markets which may
place limits on our ability to operate; risks associated with our
being a multinational corporation, including fluctuations in
currency exchange rates; our potential exposure to greater than
anticipated tax liabilities; our products being subject to
extensive governmental regulation in the markets in which we
operate; adverse conditions in the global economy which could
negatively impact our customers' demand for our products; and other
factors detailed in documents we file from time to time with the
United States Securities and Exchange Commission.
Forward-looking statements in this release are made pursuant to the
safe harbor provisions contained in the Private Securities
Litigation Reform Act of 1995.
SodaStream Contact:
Yonah Lloyd
Chief Corporate Development and Communications Officer
Phone: +972-3-976-2462
yonahl@sodastream.com
SOURCE SodaStream International Ltd.