SodaStream Unveils Scarlett Johansson as its First-Ever Global Brand Ambassador
SodaStream has signed actress Scarlett Johansson as its first-ever global brand ambassador. The actress will become the face of a new marketing campaign for the brand, which will kick off when SodaStream premieres its first ad featuring Johansson during the Super Bowl.
The announcement:
SodaStream International Ltd. (NASDAQ: SODA) has signed actress Scarlett Johansson as its first-ever Global Brand Ambassador. Johansson, a Tony winner and four-time Golden Globe nominee, will become the face of a new marketing campaign for the world’s leading home carbonation system. The multi- year partnership will kick-off when SodaStream premieres its first ad featuring Johansson during Super Bowl XLVIII on Sunday, February 2, 2014.
“We are thrilled to welcome the remarkably talented Scarlett Johansson into the SodaStream family,” stated Daniel Birnbaum, CEO of SodaStream. “Scarlett is a long-time user and genuine fan of our products, a role model for healthy body image and a champion for environmental responsibility, making her the perfect choice for our global ambassador. She truly embodies our brand values and we are honored to have her join our team.”
Johansson believes that being healthy is about commitment, determination, and self-empowerment. These core values emulate SodaStream’s mission to revolutionize the beverage industry by empowering people with easy-to-use, fun ways to enjoy better-for-you, better-for-the-environment bubbly beverages.
The actress has loved sparkling water since childhood, which led her to discover SodaStream.
Now a loyal user for years, Johansson has a soda maker in her home and is an enthusiastic fan of the brand.
“I’ve been using the SodaStream products myself and giving them as gifts for many, many years,” said Johansson. “The company’s commitment to a healthier body and a healthier planet is a perfect fit for me. I love that the product can be tailored to any lifestyle and palate. The partnership between me and SodaStream is a no brainer. I am beyond thrilled to share my enthusiasm for SodaStream with the world!!”
SodaStream empowers consumers to create their own carbonated beverages at home, just the way they like them. SodaStream soda mixes are available in over 100 flavors, and generally contain 2/3 less sugar, 2/3 less calories, no high-fructose corn syrup and no aspartame. With an innovative re-usable bottle, the SodaStream system drastically reduces the waste created by plastic bottles and cans; a true revolution in the way people consume carbonated drinks. The company is confident that in her role as Global Ambassador, Johansson will help consumers embrace home soda making as the future of the beverage industry.
About the Super Bowl ad production:
Agency:
Humanaut
Titles:
Director: Bryan Buckley
Creative Director: Alex Bogusky / David Littlejohn
Copywriter: David Littlejohn
Art Director: Stephanie Galabert
Source: SodaStream media release
