SodaStream looks to change ‘unhealthy’ image with sparkling water push

SodaStream is hoping to address the health-related decline in flavoured soft drinks by repositioning its brand globally to focus on sparkling water, a category it believes is “far from fully tapped”.

The brand has launched a 10-week, £400,000 print and advertorial campaign with the headline “Fresh Sparkling Water, Always on Tap”.

The marketing push is the first phase of its repositioning to showcase the convenience of SodaStream and is part of a move to address consumers’ move towards health and wellness trends.

With roughly 360 million litres of bottles sparkling water consumed in the UK last year and the sparkling water market growing at 14% year on year according to the brand, SodaStream is confident it is targeting the right category.

SodaStream’s managing director Fiona Hope told Marketing Week: “60% of sparkling water drinkers don’t realise SodaStream can make sparkling water and only know it as a machine for making cola or juice.

While she said the brand has high awareness and is nostalgic for consumers due to its success in the 80s in the UK, she added: “It has a reasonably unhealthy and fizzy flavoured heritage, and we have an opportunity to reposition against the backdrop of sparkling water to make the brand more functional and youthful.”

The brand is pushing the environmental case for owning a SodaStream machine, which allows consumers to cut back on the use of plastic bottles.

However Hope said convenience is the key message, adding that the campaign is target at people who don’t want to carry heavy packs of bottled water.

SodaStream’s target consumer, who it calls “Alison”, is over 35, based in the south or south east, shops primarily at Waitrose or Sainsbury’s and is conscious of maintaining wellness, revealed Hope.

She said that “Alison” is interested in gardening, cinema, theatre and general health, areas that the brand is “actively looking into” for sponsorship opportunities.

Hope added that the print campaign is only the start of the turnaround for the brand, adding that this “could be a message that ends up on TV”.

“We’re going to ramp up the scale of our marketing,” she said. “Our focus is to get our media correct and our PR spot on.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here