SodaStream, the sparkling water-maker, has launched a major advertising campaign to promote the roll out of its Genesis model in Boots.
The campaign, which reflects SodaStream’s vision to end single-use plastic bottles in the UK, is highly innovative in the way it uses the latest media technology to precisely target consumers who live in close proximity to the 88 Boots stores across England, Wales, Scotland and the Republic of Ireland, which will be selling the product.
The partnership with Boots forms part of the brand’s strategy to expand its increasing retail portfolio, which already includes the likes of Amazon, Argos, Lakeland and Selfridges.
The campaign is using Sky’s AdSmart technology. AdSmart finds Sky viewers that match the SodaStream demographic and are located near the Boots stores where the special promotion will be on offer. Boots already extensively uses AdSmart in its partnership with Sky.
This campaign is also running before the big blockbuster films in multiplex cinemas close to the Boots stores and is featuring on digital escalator panels at Waterloo and Victoria Underground stations. In addition, rich media banner adverts will run on mobile weather, news and games apps which will generate details of the nearest Boots store running the offer once the user has clicked on it. Furthermore, there will be a pay-per-view campaign on SodaStream’s YouTube channel.
Three characters appear in the adverts to convey the product as fun, social and interactive. It leads with a ‘why yes, it’s sparkling water’ tagline to make the advert memorable and to convey a quintessential Britishness about it. The characters in the advert have been carefully selected on the basis that the brand’s target audiences will relate to them, including funky hipsters and glamorous, stylish, fun loving people.
The campaign also highlights that the average household can reduce its single use bottle consumption by 1,282 bottles per year using SodaStream’s Genesis product.
Mosaique in Tewkesbury created the advertising campaign and the media buyer was London-based PINTARGET, the hyper local media and marketing company.
Tiago Alves, general manager at SodaStream in the UK, said: “We were the first drinks company to recognise the issue of plastic waste long before the recent high-profile media publicity, and our vision is to end single use plastic bottles in the UK. That’s why our fight against plastic is a strong message in the Boots campaign as we can help change consumers’ behaviours through our products. All our products, including Genesis, are designed to appeal to the growing number of environmentally conscious consumers and are a cool addition to any home.”
He added: “As we like to do things differently at SodaStream, we are using multi-media in a really innovative way to pinpoint prospective “SodaStreamers” on a very local basis in order to drive sales in each of the Boots stores stocking the Genesis product.
“Our products offer retailers excellent return on investment on shelf space and provide ongoing opportunities for future sales through the purchase of additional drinking bottles and replacement carbonating cylinders.”
The company recently launched a global promotional campaign calling for an end to single-use plastic, featuring Rod Stewart as a singing turtle. In October, SodaStream’s CEO Daniel Birnbaum made an impassioned plea for consumers to stop using single-use plastic during a clean-up of plastic bottles by SodaStream employees on Roatan Island in Honduras. The company also has a dedicated plastics website www.FightPlastic.com.