Soda Club appoints FCA! for carbonated drinks system work

The London office of the FCA! network will take the lead role in the pounds 4.5 million launch of a carbonated soft drinks system across Europe.

The London office of the FCA! network will take the lead role in

the pounds 4.5 million launch of a carbonated soft drinks system across

Europe.



The Israeli company, Soda Club, is running its first co-ordinated brand

campaign in its key European markets of Germany, Austria, Switzerland

and the Benelux countries, where it vies for market leadership with

Sodastream.



But the company has no imminent plans for an advertising presence in the

UK market, which is dominated by Sodastream, for which Soda Club was

once a distributor. Several senior managers are former Sodastream

executives.



The appointment of the Publicis-owned FCA! marks the first concerted

advertising campaign by Soda Club and ends previous fragmented

arrangements under which advertising was handled by local

distributors.



Britain’s Advertising Agency Register advised Soda Club on the

contenders for the five-way pitch, which was won by FCA! after

presentations in London, Amsterdam and Dusseldorf.



Russell Atkinson, Soda Club’s European regional marketing controller,

said the appointment of FCA! was in line with the company’s plans to be

a successful competitor in the soft drinks market following the

development of its distribution base.



’FCA! demonstrated the creative and strategic insight required to

exploit this opportunity and complemented this with genuine

through-the-line skills and experience,’ he added.



Dick Bloomfield, the managing partner of FCA! in London who led the

pitch, said: ’We can’t compete with Coca-Cola but we have a brand that

is very appealing to a family market.’