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Behind the Idea: Snoop Dogg saves the planet – With SodaStream Global CMO Karin Schifter Maor

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So here we are: Christmas is over, the new year is all ahead of us, and the road is still long to make another positive year for sustainability – but we might be on the right track. 2020 was an interesting year for the planet in many ways, and brands seized the occasion to let us all know how much they care about our green and blue home.

So when SodaStream partnered with Snoop Dogg for their own Christmas ads, an irreverent and hilarious piece of film featuring a swaggy turtle, it was natural for us to include the ad in our Best 2020 Christmas Ads. But what exactly brought the campaign to life?

We reached out to SodaStream's Global CMO, Karin Schifter Maor, to get Behind the Idea that brought one of the funniest ads of last year to life.

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What was the brief?

There were two elements to the brief. 

First of all, this was to create SodaStream’s first ever holiday-themed global campaign, as we understood we needed to be there for our customers at this special time to put a smile on their face and share a positive message. This is a very consumer-centric campaign based on the insight that, facing this pandemic, something positive has come out of it and people have understood the importance of “the small” but most meaningful things in their life.

The brief also included a strong requirement to share our environmental message and encourage people to reduce the amount of single-use plastic they use, all in the SodaStream lighthearted way. We also wanted to share this message broadly with a new audience that does not necessarily always see sustainability as something they can adapt to their lifestyle, so we had to make this message appealing to them.

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How did the initial pitch/brainstorming phase go?

Once we had the creative idea around the “small but meaningful things” we had a brainstorm to come up with the best suitable celebrity who would fit the story and bring our environmental message to life, both in a fun way and to new audiences – this is when we had the idea of reaching out to Snoop Dogg. From there, it was just so much fun to get into the jokes we could make, with the “larger than life” Snoop Dogg discussing the "small things" in life. These small things being the most important.

Tell us more about the concept. How did it come to life, and why was it the right choice?

We were very confident in the concept and we've had such positive feedback and engagement that now we know our messages really come across clearly. 

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What was the production process like? What was the biggest challenge?

The biggest challenge was most certainly making this a reality under the strictest Covid-19 restrictions. We could only send two SodaStream team members to the set in LA, the rest of us were watching live on Zoom from the other end of the world in a totally different time zone.

What is one funny or notable thing that happened during the production of the campaign?

From a team perspective, we definitely found it funny trying to be heard through the Zoom on a busy set.  And Snoop Dogg gave us a little tutorial on how to dress like Snoop. Our wardrobe team had some more formal attire laid out for him to choose from for the first scene, but he wanted to keep it natural and give it that classic Snoop Dogg feel. The silk scarf and tank top was all Snoop! It definitely added his special flavor to the campaign. 

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What’s the main message of the campaign and why does it matter?

In light of the year we've all had it was really important for us to remind people to pause and reflect on what's really important at Christmas time, which is why we're encouraging everyone to enjoy the small things. And naturally with sustainability at the heart of everything we do, this was a great opportunity to show people how something as small and simple as switching to a SodaStream sparkling water maker can help to save countless numbers of single-use plastic bottles. 

What is one unique aspect of the campaign?

It's a different type of holiday campaign without holiday carols. It's a very SodaStream campaign, unexpected, lighthearted, funny, while sharing strong messages and still being emotional, that's our secret recipe.

How long did it take from inception to delivery?

It took six months from the idea to launch approximately. The shooting itself took place only a few weeks ago!

What do you hope it achieves for the brand?

We really hope it will convey the message to our consumers that we understand how special this year is and that we are there for them to put a smile on their face. Also, we hope to convince people who were hesitant to adopt our environmental cause that it can definitely suit them, it's for everyone, we only have one planet.

Credit list for the campaign?

Creative lead: Alon Seifert
Production Company : Jiminy Creative Tel-Aviv
Production Services: Gifted Youth LA
Director: JAKE SZYMANSKI
Director of photography: Eric Treml
Post, VFX, Animation: The-Artery
Broll/BTS Video: Eduardo Caprilles
Photographer: Nihat Odabasi

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