SodaStream, the world's leading sparkling water brand, has launched a new multi-channel media campaign, bringing to life the endless creations consumers can make with their SodaStream sparkling water maker. Under their new tagline ‘If You Can Dream it, You Can Stream It’, the campaign aims to inspire people to expand their creative horizons and reimagine their world in sparkling new ways.
The campaign, masterfully created by the renowned advertising agency Energy BBDO, will be featured across a wide range of platforms, including video-on-demand (VOD), digital, and popular social media channels such as Facebook and Instagram.
The campaign shows consumers how they can use SodaStream in a number of joyful occasions, such hosting a party, enjoying time with loved ones or simply savouring a refreshing sparkling drink. Alongside this it shows the endless flavour opportunities a SodaStream machine provides -which is something that a can, can’t -when it comes to making and drinking sparkling refreshments.
The new creative platform leans into SodaStream’s wider Push for Better global positioning and brand purpose, demonstrating how the simple push of a button can set a world of change in motion, enabling consumers to create all sorts of delicious drinks whilst looking after the planet too.
To learn more, we spoke to Sam Grant, Sodastream Global Chief Marketing Officer.
What was the brief?
Helping people find new ways to enjoy sparkling water and soft drinks is so important to our brand. Through this new campaign, we wanted to inspire people to expand their creative horizons and reimagine their world in sparking new ways.
We were tasked with showing how SodaStream can be used during several joyful occasions, such as hosting a party, enjoying time with loved ones, or simply savouring a refreshing sparkling drink. Alongside this, we wanted to show the endless flavour opportunities a SodaStream sparkling water maker provides -which is something that a can, can’t -when it comes to making and drinking sparkling refreshments.
How did the initial pitch/brainstorming phase go?
We met with our art director partners with initial ideas for platforms, TVCs, and social activations. We grounded all our thinking in the human truth that it is through customisation that we impose ourselves on our individual worlds, which allows us to make them truly our own.
What was the process behind ideating the concept?
Once we had this inspirational bedrock to build upon, we drew upon inspiration within our team by sharing our own music playlists, Pinterest boards, and paragraphs of free-form writing exercising different tones and styles. After several rounds of ideation and workshopping, we finally landed on the final platform expression, which went up the creative chain of command until we got the final go-ahead.
What was the production process like?
We wanted to focus on the best ways to maximise additional social content. This meant we identified and marked moments within the TVC footage that could be utilised in social concepts and planned accordingly.
What was the biggest challenge during production? How did you overcome it?
Capturing additional social content within an already tight schedule is always challenging. Through keeping an open and consistent line of communication with the directors and everyone involved at the shoot, we were able to overcome this challenge.
What kit/tools/software were used to create the project?
We used a mixture of VFX and CG.
What is one funny or notable thing that happened during production?
Our advertising agency, Energy BBDO, prepared team bonding activities for everyone working on the project - from account managers to the production team, every night to explore Lisbon. Activities included tasting the local cuisine, boat rides, and dessert trips, and exploring the markets.
As Lisbon has phenomenal water, the evening boat cruise was an activity we did early in our trip on the second night, so everyone got a chance to get to know each other better. We soaked up the sun, saw beautiful Lisbon, enjoyed breath-taking views, and bonded as a team. Whilst we didn’t speak about work specifically, you could feel how excited we all were for production to begin the following day.
What’s the main message of this project and why does it matter?
The main message of this project is to celebrate tastemakers by helping them open up a refreshing world, brimming with possibilities. For many, staying hydrated can be difficult as they find plain tap water boring. And so, we want to be known as the brand that provides eco-friendly alternatives without compromising on taste.
How long did it take from inception to delivery?
Our first creative review was on January 17th, 2023, and we shipped the first asset on May 19th, 2023.
What do you hope it achieves for the brand?
We hope our new campaign inspires individuals to think of new sparkling creations with their SodaStream and realise that no dream is too big, whether that means enjoying your sparkling water with an ice and a slice, making your favourite Pepsi MAX drink, or a mocktail. With SodaStream there are endless flavour options, and we hope to be known by consumers as the brand that helps them reimagine their world.
Credit list for the work?
Creative Leads: Robin Laurens and Jonathan Fussell
Advertising Agency: Energy BBDO
Director: Henry Scholfield
