SodaStream, the sparkling water makers enable consumers to transform ordinary tap water into sparkling water and flavoured sparkling water at the touch of a button.
Products are available at more than 80,000 retail stores across 45 countries.
SodaStream products are environmentally friendly and one SodaStream reusable bottle rids the world of up to 1,282 single-use plastic bottles over 3 years per household.
Communicate to consumers that the brand is a modern, ethical way to drink carbonated water and the benefits of SodaStream are both financial and environmental.
SodaStream’s AdSmart campaigns targeted mid – high affluent households and a selected variety of Experian Mosaic profiles best suited to the audiences they wanted to reach. Combined in the first campaign with localised Geo radius targeting around key Boots stores distribution and in the second campaign on a broader TV regional basis to support a wider store partner distribution selecting most of England.
“We can see from Google Trends, traffic to sodastream.co.uk and engagement with the Boots site the impact this advertising had. The AdSmart campaign helped drive SodaStream success by improving brand awareness, generating additional exposure as well as driving incremental sales and purchasing intent from a large number of people, not just confined to sales from Boots.com specifically.”
Michael Laws, UK Trade Marketing Manager
The research showed that SodaStream is significantly more top-of-mind amongst those exposed to the AdSmart campaign.
Those exposed to the recent AdSmart campaign were significantly more likely than their unexposed counterparts to agree with all brand perception statements, particularly; good for the environment (+31%) uses less plastic than buying bottled water (+18%) and more exciting than drinking normal tap water (+31%). This is clear evidence of the AdSmart campaign significantly impacting Sodastream KPIs.
Pintarget, the hyper-local marketing services agency and SodaStream won best low budget use of TV at the 2019 awards for their AdSmart campaigns. Pintarget recommended AdSmart to target high opportunity audiences close to specific stores. This would give the brand stature delivering a national weight branding campaign but only in specific areas to support distribution of the product.
The campaign increased spontaneous brand awareness by +49% and spontaneous purchase consideration by +89% causing SodaStream to over deliver on sales targets and help secure valuable long-term distribution with Boots and other retailers.
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