By Matt Williams, campaignlive.co.uk, Tuesday, 23 February 2010 01:15PM
MCBD picked up the business following a pitch against undisclosed agencies, and will now be given the task of relaunching the product in the UK.
The activity will aim to communicate the product innovations to a new generation of Soda Stream users, and also encourage mothers, who may have used the original 80s machine as a child, to use the new and improved Soda Stream with their own families.
Soda Club, the owner of SodaStream, has attempted to re-launch the product in the UK on a number of occasions in recent years, but has as yet struggled to re-establish the brand in the UK market.
The most recent effort came in 2008 with a launch supported by an advertising campaign by Ware Anthony Rust.
Last year SodaStream launched a digital campaign that played on the brand's nostalgic credentials.
The work carried the strapline "get busy with the fizzy", which was first used by SodaStream in the 1980s.
This article was first published on campaignlive.co.uk
Technological innovations are everywhere, and while we may hear about a number of fascinating new developments, few will actually truly define the future of retail. Considering the changing landscape, technology is irrelevant if you don’t first understand both the behaviours and motivations of consumers in a hyper-connected, multi-channel world.