SodaStream remixes Salt-N-Pepa classic for new campaign, via HeimatTBWA

Sparkling water brand SodaStream has rolled out its international campaign – ‘Push it real good!’ – in the Australian market.

Reimagining the 1986 classic ‘Push It’ by American hip-hop act, Salt-N-Pepa, the 360° campaign mirrors the brand’s ‘Push for Better’ position – an ethos that was adopted in 2022 and expanded upon with ‘If you can dream it, you can stream it’ in mid-2023.

Developed by Germany-based advertising agency, HeimatTBWA \The Disruption® Company (Düsseldorf), the campaign was designed to evoke the above-mentioned position in a visually creative way.

The main creative work – a 30-second commercial shot in Croatia and directed by Jacquline Hochmuth, Lars Knorrn and photography director, Nikita Kuzmenko – showcases the energy and spirit of SodaStream’s bubbly beverages in a world filled with dancing, mixing and drinking – and it all comes about with a simple push of a button.

“We are thrilled to launch our new Push it real good! campaign into the Australian market,” said SodaStream Australia marketing manager, Holly Walker.

“Fizzing with fun, freshness and an iconic soundtrack, the creative perfectly encapsulates our key brand ethos of Push for Better in a whole new light.

“SodaStream is an innovative, lively and sustainable brand. We challenge the status quo and push forward by helping people make better choices for themselves and the planet.

“Push for Better drives everything we do, and that’s exactly what our new campaign represents.”

‘Push it real good!’, including its accompanying six-second, 10-second and 15-second spots – is viewable across connected TV, BVOD and SodaStream Australia’s digital and social channels.

The campaign is set to make its free to air debut later this year.

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.

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topics HeimatTBWA Holly Waler Jacquline Hochmuth Lars Knorrn Nikita Kuzmenko Salt-N-Pepa

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