Following a large media campaign in the lead up to last year’s Super Bowl in the United States, SodaStream is once again making a big marketing push with new global brand ambassador and a new ad campaign.
Scarlett Johannson, star of Lost in Translation and The Avengers film franchise was announced as the new global ambassador for SodaStream last week, with the brand already getting to work on a TVC featuring the star. And because every TVC deserves a teaser of its own, Johannson has appeared in a ‘making of’ video for the commercial,spruiking the company’s machines and her “natural partnership” with the carbonation brand.
Set to air during this year’s Super Bowl NFL grand final, the advertisement follows on from a similarly high profile marketing push for the brand in 2013.Last year, SodaStream’s Super Bowl commercial famously didn’t make it to screens during TV coverage of the game (thanks to a dig at major rivals Coke and Pepsi), and the ad subsequently became a viral hit online.
This year, SodaStream is taking a safer path, perhaps a wise choice considering CEO Daniel Birnbaum’s recent comments that the company has “failed to deliver” on profit targets and was “disappointed” in its fourth quarter performance.
Either way, with the huge publicity that the Super Bowl (and its televised commercials) receive every year, SodaStream is sure to get major exposure with its new brand ambassador. And with all those orange drinks getting poured in the ad, we know who the brand expects to win.
