SodaStream is a century-old sparkling water maker brand, acquired by PepsiCo for $3.2B in 2018, using CO2 refill sustainability and plastic-reduction marketing globally.
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See all ads on AdLibrary →SodaStream is an Israeli carbonation device brand founded in 1903, acquired by PepsiCo in 2018 for $3.2 billion. The brand sells countertop CO2 carbonation systems that turn tap water into sparkling water, marketed heavily on single-use plastic bottle reduction. Under PepsiCo, it has scaled globally with TV-level advertising investment and expanded flavor and machine range.
SodaStream's advertising operates at two levels: national TV and digital, supported by PepsiCo's media budget. The core creative has long anchored on environmental guilt — visualizing the plastic bottles a SodaStream replaces — combined with the convenience and cost-saving narrative. Their Facebook and Instagram ads use this same framework at digital scale, targeting environmentally conscious households and sparkling water enthusiasts.
On Meta, SodaStream runs product-feature and promotional campaigns targeting home kitchen buyers and sustainability-motivated consumers. Machine launch campaigns use unboxing and demonstration video; flavor expansion ads target existing SodaStream owners for accessory up-sell. The CO2 refill program is featured in retargeting campaigns as a recurring revenue and convenience hook.
Core copy themes: plastic bottle reduction ('make the switch'), cost savings versus buying sparkling water bottles, customizable carbonation levels, flavor variety, and the convenience of sparkling water on demand. Celebrity endorsements (notably Scarlett Johansson's long-running ambassador role) brought mainstream glamour to what had been a utilitarian appliance positioning.
SodaStream demonstrates how a utilitarian appliance becomes a lifestyle brand through consistent environmental positioning sustained over decades. The 'replace X plastic bottles per year' visual has remained the core creative mechanism through multiple ownership changes because it makes the environmental benefit concrete and personal — a lesson in finding the right metric and sticking with it.
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