SodaStream
Who needs bottled water when you can go green – and fizzy?
SodaStream: Better Than Recycling
The Challenge: SodaStream, an Israel-based company, makes home soda machines that turn tap water into sparkling water in 30 seconds. The company already enjoyed strong overseas sales. But the product hadn’t yet broken through in the U.S.
Our Approach: Fenton’s strategy for breaking into the American market was to tap the growing eco-conscious consumer base by positioning the soda maker as a green solution to wasteful cans and bottles. Our marketing campaign involved outreach to influential green sites (TreeHugger, Grist) and popular blogs (EcoChic, EcoFabulous) and running ads in environmental publications. We used social media to create buzz, elevating SodaStream presence at tastemaker events like the Green Festival, Go Green Expo, and Green Product Expo.
Progress, Accelerated: Steady exposure among opinion leaders and early adopters created a multiplier effect. The soda maker was featured in MarthaStewart.com’s holiday gift guide. TV chef Jaden “Steamy Kitchen” Hair brought one along on her national book tour. Most importantly, SodaStream was able to broker partnerships with major retailers including Macy’s, Bloomingdales, Williams Sonoma and Kohl’s. Within a year, U.S. sales doubled – and doubled again one year later.
