DiMassimo Goldstein | Agency Profile, Contacts, AOR, Client Relationships

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Campaign Imminent: SodaStream teams up with Bubly on new product

Bubly. I expect to see promotional activity around the launch, so sellers should get in touch soon to secure last-minute ad dollars.

So far this year, iSpot reports SodaStream has spent approximately $11m on national TV commercials, a huge increase from the approximately $909.7k spent by this point last year. The company ended up spending approximately $9.7m on this channel last year, up 8% from the approximately $9m spent in 2020. SodaStream's 2022 commercials have targeted millennials watching shows such as Friends, The Big Bang Theory, NCIS: New Orleans, Two and a Half Men and Chicago Fire.

Per Pathmatics, the company has allocated roughly $5.4m toward digital ads YTD, only around half of the roughly $9.8m allocated within the same 2021 timeframe. In 2021, SodaStream's estimated full-year spend more than doubled to $16.2m from that of $7.5m in 2020. Since the beginning of 2022, the company has earned ~663.5m digital impressions via Facebook (83%), Instagram (16%) and desktop video (1%) ads.

As you can tell, TV spend is rising sharply while digital spend dwindles; this leads me to believe SodaStream is primarily targeting millennials and Gen-X. According to Kantar data, the company also utilizes local broadcast.

Agency & martech readers - SodaStream doesn't currently seem to have agency partners for digital or media planning, so you may have a shot at digital or media planning work here. Reach out soon to find out more. The company currently works with Energy BBDO on creative.