SodaStream taps Dallas-based Commerce House for repositioning efforts
Sparkling water maker company SodaStream has chosen Commerce House to help the brand reposition itself as it moves away from soft drinks and into the sparkling water space.
The television campaign will begin testing this summer and will build off of last year’s efforts to move the brand into the health and wellness realm, which began with the tagline ‘Water made exciting’ and the out-of-home advertising theme of ‘Be a Sparkling Water Maker.’
Daniel Birnbaum, CEO of SodaStream, said: “Our mission is to revolutionize the beverage industry by giving consumers healthier, more fun, sparkling water options. By bringing the emotion of our brand to life in video, Commerce House will help us define and own the most important territory in the beverage category.”
The company said it was attracted to Commerce House after seeing the work they did to reposition coconut water brand Zico as a natural sports drink.
Commerce House works with global brands including Guinness and Samsung as well as local ones such as the Dallas Fire Department.
Last year, the Israeli-based company received flak after its celebrity spokeswoman Scarlett Johansson left her position as an ambassador of humanitarian organization Oxfam because of SodaStream’s factory location in a settlement of the West bank. Oxfam and other groups are against trade from the Israeli settlements in the West Bank because they say the companies are there illegally.
Last fall, the company said it plans to close its West Bank operations by mid-2015.