SodaStream plans comeback with WAR campaign

By Alex Donohue, brandrepublic.com, Friday, 14 March 2008 11:15AM

LONDON - SodaStream plans to make a comeback through an integrated campaign devised by Ware Anthony Rust, involving advertising, PR, digital and trade marketing work.

The home-produced carbonated drinks brand, which rose to popularity during the 1970s and 80s, aims to promote its environmentally friendly features during the campaign as part of a wider move to reintroduce SodaStream to the market.

SodaStream became a popular brand in the UK during the 1970s and early 1980s, where its 17-year slogan, "Get busy with the fizzy", helped make the carbonated drinks maker a mainstay in UK households.

The famous strapline was ditched in 1996, and the brand's last major TV campaign was a Mitchell Paterson Grime Mitchell-created spot featuring comedian Lenny Henry.

WAR's appointment comes after SodaStream kicked off a review in December to reposition the brand towards a more contemporary audience.

Paul Hogben, managing director of SodaClub, the world's largest manufacturer of homemade soda makers, said: "We were extremely impressed with the enthusiasm and charisma that Ware Anthony Rust showed us during the pitch process.

"SodaStream has a fantastic heritage and through careful and impactful communications, we strongly believe we can increase both listings for and consumer uptake of our brand."

This article was first published on brandrepublic.com