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SodaStream (SODA) - Get Free Report is proving the bears wrong yet again as its stock shoots to its highest price in nearly three years. But can its comeback continue?

In 2016, the Israeli company's shares more than doubled in value, gaining 142%.

Earlier this month, some analysts were calling an end to the rally. But now shares hover at more than $43 per share, a level untouched since early 2014. And the bearish analysts are starting to change their tune.

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The catalyst for these amazing gains? SodaStream's savvy yet risky marketing maneuvers.

The company manufactures water carbonation machines, flavorings and accessories that were originally marketed as home soda kits.

But soda has been rapidly falling out of favor. As Western consumers demand food and drinks that they perceive to be healthier, sales of sugary pop at Coca-Cola, PepsiCo and Dr Pepper Snapple have tumbled. And SodaStream was hard hit as well, falling to lows around $12.00 not even a year ago.

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SodaStream went back to the drawing board and re-emerged at the end of 2015 with a new marketing campaign that presented its products as gourmet sparkling water kits. The company even debuted a new slogan that put an emphasis on H20: "Love Your Water." It began to sell its products at Whole Foods Market, America's health food mecca.

The results have been overwhelmingly positive.

In its last four reported quarters, SodaStream has beaten Wall Street's average estimate for adjusted earnings per share by at least 40%.

For the third quarter, the company said it sold 788,000 sparkling water makers, the highest quarterly number in nearly two years.

And its success has been worldwide: All four of the company's geographical regions saw revenue growth of at least 7.9% in the latest quarter.

Believe it or not, however, there's still room for sales growth. There are plenty more countertops with room for a SodaStream machine.

In addition, the company can make further inroads with more aggressive marketing in the U.S. While an ad campaign featuring an actor from the hit TV show Game of Thrones became a viral internet sensation, the company can still do a lot to push its sparkling water products.

It's more than likely that this momentum will continue, at least in the near to medium terms. The company is slated to report earnings on Feb. 16. Another quarter of stellar sales could give SodaStream's investors a sweet belated Valentine.

Keep an eye on SodaStream and pick up any extra shares on stock price dips. There's a possibility this company's stock could double again before long.


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This article is commentary by an independent contributor. At the time of publication, the author held no positions in the stocks mentioned.