PepsiCo rebrands SodaStream to raised acknowledge pursuits like mixology

Dive Transient:

• SodaStream is repositioning its model with a line of premium merchandise, new emblem, coloration palette and web site, according to a press release. Inventive and design company Pearl Fisher and inventive advisor Eitan Cohen assisted.
• The model is introducing a high-end SodaStream Assortment carrying two new glowing water makers, the Artwork and the Duo, and deliberate collaborations with acknowledged world designers. Advertising and marketing components embody a “Push for Higher” tagline across the ripple impact created by constructive change, an idea tied to pushing the button on SodaStream units to create glowing water.
• SodaStream can be making an attempt to faucet into budding shopper curiosity in hobbies like mixology. The shakeup comes as glowing water stands as a serious progress driver within the carbonated beverage class.

Dive Perception:

SodaStream is reaching for a picture that’s each premium and approachable with the repositioning, whereas preserving a long-standing concentrate on sustainability. The corporate, which creates countertop machines that convert common water into the glowing different on the push of a button, beforehand enacted a digital transformation and consumer-centric technique three years in the past. The world has modified loads since then.

At-home devices that spruce up the kitchen noticed a boon from the pandemic lockdown interval, whereas fizzy drinks — together with canned cocktails and non-alcoholic seltzers — proceed to win shopper favor and upend the beverage business. The most recent overhaul from SodaStream makes an attempt to acknowledge rising shopper curiosity within the fields of design, innovation and consumer expertise, in addition to hobby areas like cocktail-making that acquired a lift from COVID-19.

The highest-to-bottom revamp goals for a sleeker look, with the addition of a round emblem containing a swirling “S” form. SodaStream mentioned the icon represents “two inter-locking water droplets organized in a yin and yang formation, depicting stability and concord, in addition to resembling the planet.”

The marketer is rolling out coloration palette with a equally naturalistic bent in hues of Recent Blue, Deep Blue and Sand. The brand new visible identification is reside now throughout SodaStream’s direct-to-consumer web sites, social media channels and different digital platforms, whereas redesigned packaging will regularly be launched to the 47 markets the place the corporate operates subsequent yr.

On the product entrance, SodaStream is selling its top-of-the-line SodaStream Assortment. The superior vary of units arrives as inflation stays a high financial concern, however has not seemed to stem spending on luxury goods.

PepsiCo acquired SodaStream for $3.2 billion in 2018 in a bid to diversify past sugary gentle drinks. SodaStream’s advertising and marketing previous to the acquisition incessantly dinged huge soda rivals, however more general eco-friendly messaging has since taken priority and stays a precedence with the repositioning. An Earth Day marketing campaign final spring featured “Baywatch” star David Hasselhoff highlighting the brand’s efforts to protect sea turtles.