Brand in the news: SodaStream
By Marcus Waley-Cohen, Co-founder, Firefly Tonics, marketingmagazine.co.uk, Tuesday, 08 December 2009 12:00AM
Is there a place for SodaStream in the crowded carbonates market?
The make-your-own fizzy-drink machine, which seemed to die a death in the early 90s, is presumably hoping that it can be the Nespresso for the soft-drink lover.
Yet where Nespresso offers you an easier way to make great coffee, SodaStream's proposition seems less clear. Its subdued UK website gives consumers five reasons to purchase: fresher taste, customisable flavours, lower sugar, environmental credentials, and a supply that never runs out.
Unfortunately, none of these stand up to much scrutiny. Maybe it's just me, but I don't find myself salivating at the prospect of designing my own cola and raspberry flavour.
I also wonder about the truth of the environmental claims, given that the machine uses a cylinder that must be exchanged regularly.
There might be a place for this in the kitchen of carbonate addicts who fear ever running out, and for families who think it's more fun for the kids to make their own, but I don't think Coke will be trembling in its boots.
This article was first published on marketingmagazine.co.uk
- Innovation Director - Creative Direction & Design Management Bamboo Crowd £60k - £75k , London (Central)
- Sales Manager - Branded Content & programmatic solutions Ultimate Asset £30000 - £40000 per annum + commission & benefits, Manchester
- Web Analyst - London - £40k Salt Negotiable, City of London
- Middleweight Designer Blue Skies Marketing Recruitment £25,000 - £35,000, Birmingham
- Global Brand Manager Major Players £50000 - £55000 per annum, City of London
- The man who made Grey matter
- Yorkshire Tea launches £5 million campaign
- Eric Cantona to swim Channel if Brits agree Kronenbourg 1664 is best beer
- Beacons installed on 500 London buses by Exterion Media
- MediaCom's Lisa Humphreys flies flag for media in '35 women under 35' list
- Asda brings back 'pocket tap' and adopts Walmart strap line in TV ad