the idea

Launch the SodaStream Source Machine to the world and help set the bubbles free from Big Soda.

the results

1 billion PR impressions and two of the most successful banned ads in Super Bowl history.

The SodaStream Effect
This story starts In 2012. In partnership with Alex Bogusky’s Common, we launched a global TV spot that showed plastic bottles disappearing anytime someone used the SodaStream Source. Our spot got banned in the UK for disparaging the soda industry and the video went viral on YouTube.
Game Changer
We followed that up with a 2013 Super Bowl commercial that spoofed classic Coke vs. Pepsi ads, and introduced a new bottle-saving, eco-friendly alternative. For some unknown reason (a.k.a The Pepsi Halftime Show), the spot was rejected by CBS.

We were able to cut a new version of our original “SodaStream Effect” which aired during the game and was ranked among Ad Age’s Top Super Bowl spots of 2013. But the banned “Game Changer” spot and surrounding controversy racked up nearly 5 million YouTube views, created a press flurry, and doubled post-game product sales. Win. Win. Win.
SodaStream Website - Post Superbowl Campaign - Humanaut
Soda Streaming
After the Super Bowl, we redesigned SodaStream’s homepage to feature “the spot they wouldn’t let you see during the big game."

The Part Where We Brag

“Sodastream’s Super Bowl Ad Goes Viral. ”


“CBS banned SodaStream’s Super Bowl spot because, apparently, it was too much of a direct hit to two of its biggest sponsors, Coke and Pepsi. Please pause and read that sentence again. ”


“SodaStream's spot in the 4th quarter of the Super Bowl was undeniably cunning in their successful attempt to make a meaningful and memorable statement during the big game”


Sodastream Press - Forbes, Fast Company, Huffington Post - Humanaut
Fast Company
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Advertising Age
The Daily Beast
Huffington Post Business
Super Bowl 2014
Scarlett Johansson has been named GQ’s "Sexiest Woman Alive" twice. So, when we heard she was becoming SodaStream’s international spokesperson, we knew there was a chance we’d get flagged for “inappropriate conduct” again. But this time, a little innocent smack talk from a sexy Scarlett, targeted at Coke and Pepsi, was all we needed to get our spot ejected from the game.

Surprise, surprise. What followed was a PR frenzy that escalated into censorship accusations, a celebrity breakup, and a full on geo-political debate. The “uncensored version” of our Scarlett Johansson Super Bowl ad was the fourth most viral before the game and has been seen by over 13 million people on YouTube.

The Part Where We Brag, Again...

  • Top Super Bowl spots of 2013 by Ad Age
  • Over 1 Billion global PR impressions

  • Ranked most popular banned ads by FastCompany
  • Doubled sales following the SuperBowl

“Fox, apparently, takes issue with the at-home soda-making system’s takedown of its competition. SodaStream presses on and ups the sex appeal with new global brand ambassador.”


“Mr. Bogusky joked, in a reference to Ms. Johansson’s role in 'Her', that he recommended to SodaStream executives: “Why don’t you make a SodaStream machine that speaks and use her voice?”

New York Times

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Fast Company
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