SodaStream Fizzes Up The "Big Game" Advertising Scene

Revised 'SodaStream Effect' ad will air during football's Big Game.

New 'Game Changer' ad was rejected but will appear on alternative networks

CHERRY HILL, N.J., Jan. 31, 2013 /CNW/ - SodaStream International, Ltd. (NASDAQ: SODA), the world's leading manufacturer and distributor of home carbonation beverage systems, announced today that a new version of the TV spot 'SodaStream Effect' will be presented to more than 100 million viewers of football's Big Game on February 3. A new spot, developed by advertising legend Alex Bogusky specifically for the Big Game, was not approved, but will air online and on other television networks.

SodaStream empowers consumers to make their own fresh soda at home in seconds, without the devastating environmental impact of plastic soda bottles and cans, which litter our parks and oceans.

"500 million bottles and cans are manufactured every day in the US[1] and less than 50% are recycled, causing untold damage to our environment," said Daniel Birnbaum, CEO, SodaStream International. "Our ad confronts the beverage industry and its arguably out-dated business model by showing people that there exists a smarter way to enjoy soft drinks. One day we will look back on plastic soda bottles the way we now view cigarettes; as a dangerous vice, not as an easily-accepted feature of everyday life."

'The SodaStream Effect' makes this case explicit. In the spot, various consumers use SodaStream; the moment they press down on its carbonation lever, plastic soda bottles disappear from warehouses, trucks and elsewhere, to the surprise of warehouse managers and soda deliverymen. The voiceover states that "with SodaStream, we could have saved 500 million bottles on Game Day alone." A second spot, "Game Changer" (youtube.com/sodastream), specifically intended to air during the Big Game, takes the core concept to an even more entertaining direction. In Game Changer, rival drivers from the two largest Big Soda brands face off in a supermarket parking lot. Preparing for delivery, they stack their soda cases one atop the other, their pace quickening, until they break into a sprint, feverishly trying to beat the other to the supermarket's front door. In a flash, their plastic bottles disappear, thanks to SodaStream. However, because the two Big Soda brands are clearly identified in 'Game Changer' the ad was rejected.

Both commercials were the result of a non-traditional collaboration between Alex Bogusky and the creative team at Pale Dot Voyage led by Creative Director David Littlejohn, and Executive Integrated Producer Chris Kyriakos of Octopus of Mind. The spots were directed by Daniel Benmayor.

"We understand that the 'Game Changer' ad may be uncomfortable to the Big Soda companies, but we are proud of the ad and the truth that it brings to the American consumer," adds Ilan Nacasch, CMO, SodaStream International. "We created a spot that is fun and entertaining, yet thought-provoking. We are sure consumers will love it, and will air it for them to see online and on other television networks."

"SodaStream is leading a revolution in the US beverage industry with a convenient, cost effective system that lets consumers enjoy fresh, fizzy soda at home in seconds," said Gerard Meyer, President, SodaStream USA. "Consumers are embracing SodaStream and U.S. retailers have taken notice. We are now in more than 15,000 retail stores in the U.S. and this will continue to grow. One household at a time, SodaStream is making store-bought soda a relic of the past."

The full version of SodaStream's rejected Big Game commercial can be viewed at youtube.com/sodastream. The updated SodaStream Effect, set to air during the game on February 3, may be found here: http://www.youtube.com/watch?v=h1HQxcTYTho&feature=youtu.be.

About SodaStream
SodaStream manufactures beverage carbonation systems which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water. Soda makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water. Our products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use. In addition, our products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles. Our products are available at more than 60,000 retail stores in 45 countries around the world. For more information on SodaStream, please visit the Company's website: www.sodastream.com.

SodaStream App
To download SodaStream's investor relations app, which offers access to SEC documents, press releases, videos, audiocasts and more, please visit http://itunes.apple.com/us/app/soda-ir/id524423001?mt=8 for your iPhone/iPad, or https://play.google.com/store/apps/details?id=com.theirapp.soda for your Android mobile device.

Forward Looking Statements
This release contains forward-looking statements, which express the current beliefs and expectations of management. Such statements are based on management's current beliefs and expectations and involve a number of known and unknown risks and uncertainties that could cause our future results, performance or achievements to differ significantly from the results, performance or achievements expressed or implied by such forward-looking statements. Important factors that could cause or contribute to such differences include risks relating to: our ability to expand into our target markets, including the United States; our ability to continue to develop or maintain our presence in retail networks; our ability to develop and implement production and operating infrastructure to effectively support our growth; the success of our marketing campaigns and media spending in terms of increased sales or increased product and brand name awareness; our ability to maintain our customer base in markets where we have an established presence; the risks associated with our reliance on exclusive arrangements for the distribution of our beverage carbonation systems and consumables in each of the markets in which we use third-party distributors; our ability to compete effectively with other companies which currently offer, or may offer in the future, competing products; potential product liability claims if any component of our beverage carbonation systems is misused; our ability to protect our intellectual property rights; our being found to have a dominant position in certain markets which may place limits on our ability to operate; risks associated with our being a multinational corporation, including fluctuations in currency exchange rates; our potential exposure to greater than anticipated tax liabilities; our products being subject to extensive governmental regulation in the markets in which we operate; adverse conditions in the global economy which could negatively impact our customers' demand for our products; and other factors detailed in documents we file from time to time with the United States Securities and Exchange Commission. Forward-looking statements in this release are made pursuant to the safe harbor provisions contained in the Private Securities Litigation Reform Act of 1995.

[1] Euronomitor Report: 'Packaging- Beverages,' USA 2012

SOURCE: SodaStream

Company, Yonah Lloyd, Chief Corporate Development and Communications Officer, [phone], [email protected], or Ilan Nacasch, Chief Marketing Officer, [phone], [email protected]; or Media, Melanie Kreiter, SS|PR, [phone], [email protected]

http://www.sodastream.com