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SodaStream's CEO on Turning a Banned Super Bowl Ad into Marketing Gold

When Birnbaum joined SodaStream, in 2007, it was a sleepy company whose managers liked to boast that they had an 85% share of the "home carbonation business." He and his all-new management team brought enthusiasm and vision--and shortly began talking about a new cola war to grow SodaStream's share of the $260 billion global soda business. The ad they created for the 2013 Super Bowl reached more than 100 million viewers--but in an unexpected twist, an ad that never even got on the air garnered more attention. The original spot (called "Game Changer"), which took a direct shot at Coke and Pepsi, was rejected by CBS. The legal wrangling that followed generated headlines around the globe--newspapers in countries that don't even air the Super Bowl began doing stories on it. And the controversial ad has been viewed more than 5 million times on YouTube. From a marketing standpoint, it was a great investment.

Collection: HBSP (USA)
Ref: HBS-R1401A-E
Format: PDF
Number of pages: 5
Publication Date: Jan 1, 2014
Language: English

Description

When Birnbaum joined SodaStream, in 2007, it was a sleepy company whose managers liked to boast that they had an 85% share of the "home carbonation business." He and his all-new management team brought enthusiasm and vision--and shortly began talking about a new cola war to grow SodaStream's share of the $260 billion global soda business. The ad they created for the 2013 Super Bowl reached more than 100 million viewers--but in an unexpected twist, an ad that never even got on the air garnered more attention. The original spot (called "Game Changer"), which took a direct shot at Coke and Pepsi, was rejected by CBS. The legal wrangling that followed generated headlines around the globe--newspapers in countries that don't even air the Super Bowl began doing stories on it. And the controversial ad has been viewed more than 5 million times on YouTube. From a marketing standpoint, it was a great investment.
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Industry Setting: Non-alcoholic beverages

SodaStream's CEO on Turning a Banned Super Bowl Ad into Marketing Gold

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"SodaStream's CEO on Turning a Banned Super Bowl Ad into Marketing Gold"