SodaStream, the world’s premier sparkling water brand, has launched its highly anticipated global campaign, ‘Push it Real Good!’ in Australia. The campaign breathes new life into the brand’s identity by melding innovation with a nostalgic twist, paying homage to the 1986 hit “Push It” by the legendary US hip-hop group Salt-N-Pepa.
The campaign is a vibrant celebration of SodaStream’s commitment to its “Push for Better” ethos, encapsulating the brand’s core values of sustainability, freshness, and flavour customisation. This energetic initiative is a visual and auditory feast, capturing the essence of SodaStream’s promise to revolutionise the way the world drinks.
A Cinematic Experience Like No Other
At the heart of this campaign is a lively commercial that ignites with the simple push of a button, setting a dynamic SodaStream world into motion. The visuals burst with colour, and the reimagined lyrics of Salt-N-Pepa’s hit track serve as an ode to the benefits of SodaStream’s flagship products. Each beat and every dance move highlights the brand’s dedication to delivering fresh, personalised sparkling beverages while championing environmental sustainability.
“This campaign is fizzing with fun, freshness, and an iconic soundtrack,” says Holly Walker, Marketing Manager of SodaStream Australia. “The creative perfectly encapsulates our key brand ethos of ‘Push for Better’ in a whole new light.”
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A Global Vision with Local Flair
Created in collaboration with advertising agency HeimatTBWA \The Disruption® Company (Düsseldorf), the ‘Push it Real Good!’ campaign is set to make waves across various media platforms. The series of spots, ranging from :30 to :06 seconds, are now live on SodaStream Australia’s social and digital channels, with plans to expand into free-to-air television later this year. The campaign has already launched in Germany and is rolling out in other global markets, including the USA and Canada.
Michael Roeder, Creative Director at HeimatTBWA, reflects on the project’s direction: “We focused on entertainment throughout, communicating every benefit SodaStream has to offer in a playful way. This is advertising that people like to see because it is not even perceived as such and, in the style of a music video, is fully in line with the spirit of the times.”
Crafted with Passion and Precision
The ‘Push it Real Good!’ campaign was masterfully produced by Stereo Films München GmbH, with the film shot on location in Zagreb, Croatia. The talented trio of directors Lars Knorrn, Jacquline Hochmuth, and Director of Photography Nikita Kuzmenko brought the vision to life, creating a cinematic experience that resonates with audiences worldwide.
As SodaStream continues to push the boundaries of the beverage industry, this latest campaign reaffirms its role as a trailblazer in offering elevated drinking experiences. By empowering consumers to make better choices for themselves and the planet, SodaStream is not just changing the way the world drinks; it’s revolutionising it.
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