SodaStream is the world’s largest manufacturer and distributor of home carbonation systems. Following the launch of their global affiliate programme on Affiliate Window, we spoke to Georgia Carrano, Digital Marketing Manager, SodaStream to find out more about what SodaStream offers publishers wishing to work with the brand.
SodaStream machines were popular during the 1970s and 1980s in the UK, and as such, evoke a nostalgic feeling. How is SodaStream aiming to stay current forty years later?
Many people had a SodaStream when they were a child and are looking to replicate the fun experience with their own children. It’s not just about the fun anymore, consumers are also looking for a kitchen appliance that meets the demands of modern day living, – practically and efficiently. SodaStream allows you to make fresh sparkling water and great tasting fizzy drinks directly from the tap, saving you money and plastic bottles. It’s convenient too and eliminates the need to lug bottles home from the supermarket, worry about finding storage space at home, or dispose of empty bottles.
This year we have seen a rise in the DIY trend; people are now looking to experiment more at home and want to be more closely involved in the curation process to have more control over what goes into their drinks.
You’ve recently launched the SodaStream affiliate programme on the Affiliate Window network – how does this new partnership fit in with your overall marketing strategy?
As with many brands at the moment, our marketing strategy is really starting to grow in the online area. Performance marketing is a great channel for us too, not only grow our online sales but also to push out brand messages. We refer to affiliates as our ‘bubbly army’.
In recent years there have been concerns over artificial flavourings and chemicals, particularly in fizzy drinks. What products do SodaStream offer as a healthier alternative?
At SodaStream we are constantly expanding in the ‘better for you’ space – all our traditional flavours contain 70% less sugar and calories than other soft drinks. We also have ten flavours that are completely sugar free within our range. In June 2014, we launched the SodaStream Free range into ASDA, which is free from artificial colours, flavours, sweeteners and preservatives. It is available in three flavours including fresh bitter lemon, apple-peach and passion-mango. SodaStream Free has been sweetened using fructose and is ideal for making lightly flavoured sparkling drinks at home, which also contain less calories and sugar than other soft drinks.
You’re currently sponsoring the Channel 5 dating show ‘Stand By Your Man’. Has this exposure from National TV helped to drive more sales and a new demographic of consumers for SodaStream?
Yes this is the second wave of TV advertising that we’ve had this year and we’ve seen some great results. Due to the heritage in the UK market, the brand responds very well to TV advertising; the day we start advertising we instantly see our online searches and visits go up. Over 40% of households had a SodaStream in the 80’s and we still have 98% brand awareness, so for us TV shows people that we’re back and why they need a SodaStream now. Sparkling water, over 50 flavours, 70% less sugar and keeping everyone happy are all big reasons to believe when buying a SodaStream. So it’s important for us to convey that in a TV advert and via our online channels.
Is there anything newsworthy that you’d like to highlight for the next 12 months?
At the beginning of 2014, SodaStream announced Scarlett Johansson as our first-ever global brand ambassador. The multi-year partnership kicked-off when SodaStream premiered its first ad featuring Johansson during Super Bowl XLVIII on Sunday, February 2, 2014. Daniel Birnbaum, CEO of SodaStream says: “Scarlett is a long-time user and genuine fan of our products, a role model for healthy body image and a champion for environmental responsibility, making her the perfect choice for our global ambassador. She truly embodies our brand values and we are honoured to have her join our team.” Johansson believes that being healthy is about commitment, determination, and self-empowerment.
These core values emulate SodaStream’s mission to revolutionize the beverage industry by empowering people with easy-to-use, fun ways to enjoy better-for-you, better-for-the-environment bubbly beverages “I’ve been using the SodaStream products myself and giving them as gifts for many, many years,” said Johansson. “The company’s commitment to a healthier body and a healthier planet is a perfect fit for me. I love that the product can be tailored to any lifestyle and palate. The partnership between me and SodaStream is a no brainer. I am beyond thrilled to share my enthusiasm for SodaStream with the world!!” The company is confident that in her role as Global Ambassador, Johansson will help consumers embrace home soda making as the future of the beverage industry.
To celebrate the launch of their programme, SodaStream is offering a 2% increase in commission rates – 12% machine, 7% consumables for the first month. Join the programme here!