Game-of-Thrones-star Thor Bjornsson about the cooperation of the year: „I love lifting weights but lugging around drinks crates or six-packs is just stupid. With Heavy Bubbles we want to draw attention to easier, cooler and more environmentally-friendly solutions. If you want sparkling water, you only need SodaStream. I‘ve been bubbling away for as long as I can remember, so when SodaStream approached me I signed on immediately.“
Marketing Coup With Europe‘s Strongest Man
Petra Geratz, Marketing Director Germany/Austria: „It is not easy to change consumer habits. That‘s why we asked Thor Bjornsson to help us – the most extraordinary, prominent and strongest man of all time. Heavy Bubbles sends a creative and funny message – which will definitely stick with the consumer.“ Background: each year, the German consumer needlessly lugs about 200 kg of water and soda six-packs home and, along the way, also harms the environment. Worldwide, one billion plastic bottles and cans are manufactured daily. With a Sparkling Water Maker everybody can join an ethical and eco-friendly lifestyle. Besides, consumers are using Germany‘s most critically controlled food, drinking water, from the tap.
Viral Spot Creates Worldwide Excitement
The 1:40 minutes spot „Heavy Bubbles“ was created by prestigious star director Vania Heymann who already penned award-winning films. The story: Thor Bjornsson explains during a shooting break how to get as strong as he is – first bare-chested, then in a bathrobe. With Heavy Bubbles, the water that allows him to train virtually anywhere thanks to its barbell shape – in the grocery store, on set... But the spot quickly demonstrates: Complete nonsense! So Thor explains, now dressed in a sweater, elevator music playing, why SodaStream provides the truly smart drink solution. His message: With SodaStream, there is no lugging of plastic bottles, no sweat and you make sparkling water from the tap – at home! After only a few days, the spot has developed cult character on the web and received millions of clicks. The video has crossed organically over 50 millions views shortly after released, making it one of the most viral branded videos in history. The campaign is a runaway success also on Facebook and on the web with the homepage heavybubbles.com and will be implemented globally in multimedia over the coming weeks. The movie was initiated by SodaStream Global Marketing Experts: Matti Yahav, VP Global Marketing, Itai Bichler, Head of Global Digital Marketing, Maayan Nave, Head of Global PR & Communication and Mascha Zache, Global Brand Manager. It was developed by the global SodaStream creative agency Allenby Concept House, Tel Aviv. Maayan Nave: „SodaStream has a valued tradition of big, bold and disruptive integrated media campaigns. We are thrilled that millions of people around the globe enjoyed this hilarious peace of content. We wanted our consumers to have a good laugh about our old habits, which are sometimes hard to break, so we collaborated with Europe‘s strongest man to help us do that.” Petra Geratz adds: „It is part of SodaStream‘s DNA to travel down unusual paths. Once again, we succeeded impressively with Thor Bjornsson. We have noticed a mix of pure fascination and tremendous support for the campaign – therefore we are already looking at how we can expand our cooperation.“
Campaign Complements TV Advertising
SodaStream explores new ground in Germany with Heavy Bubbles. The viral spots complements the successful new TV campaign which has been in rotation since the beginning of February and is drawing attention to SodaStream‘s product benefits in a classic way. Petra Geratz: „The success has proven SodaStream right: we are currently the hottest water brand in Germany and, according to GfK, actually the largest one in the in-home segment.“ SodaStream sales in Germany increased for 16 consecutive quarters compared to the previous year. Sales of Sparkling Water Makers in Germany have thus increased 7-fold since 2011 – and will continue to do so. SodaStream is also the number 1 sparkling water brand in the world and the worldwide market leader for home carbonation.
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