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TheStreet Open House

SodaStream Makes Waves With Provocative New TV Commercial

Stocks in this article: SODA

AIRPORT CITY, Israel, Nov. 8, 2012 /PRNewswire/ -- SodaStream International, Ltd (NASDAQ: SODA), the leading manufacturer and distributor of home carbonation beverage systems, announced today the launch of its first global TV campaign. With the tagline 'If you love the bubbles, set them free,' SodaStream's provocative new television commercial will air today in the US across major broadcast and cable networks, and will later roll out into many of SodaStream's 45 global markets. SodaStream's goal is clear; to make a bold statement to confront "Big Soda" and take market share from the soft drink giants.

(Logo: http://photos.prnewswire.com/prnh/20121107/NY07412LOGO )

The TV commercial, "The SodaStream Effect," will have a rate card media value estimated over $18 million globally, during the initial twelve week period. The campaign coincides with the launch of "The Source" soda maker designed by celebrated designer Yves Behar, and is part of an integrated marketing effort that includes a new visual identity, logo, branding and tagline.

"The SodaStream Effect is aimed at establishing a strong brand image and distinct lifestyle positioning," stated Ilan Nacasch, CMO of SodaStream. "We are on a mission to empower consumers to make the world a better place by eliminating bottles and cans, and to enjoy bubbles without the bottles."

The campaign has been developed in part by highly acclaimed and influential advertising innovators Alex Bogusky and Rob Schuham of the COMMON agency, a group dedicated to accelerating social change.

The new TV commercial, directed by Daniel Benmayor, showcases the brand's values and promotes sustainable consumption in a unique and dramatic way. The ad shows different scenes of soda bottles disappearing instantaneously as people use the SodaStream soda maker, delivering a powerful message about waste and sustainability.  The spot closes with commentary of ' with SodaStream you can save 2000 bottles per year.'

"There are an alarming 460 billion bottles and cans manufactured every year, of which the vast majority – nearly one billion per day- are dumped as waste across parks, oceans and landfills. We challenge the entire beverage industry and its arguably outdated business model, showing people that when you can make soda straight from tap water, there exists a smarter choice," noted CEO of SodaStream Daniel Birnbaum.

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