Sodastream refresh what made them famous, literally
Sodastream is brand that is literally remembering and refreshing what made it famous. And boy, this a brand with fizz in its business. Revenues in 2011 were reported to have increased 39% to Euro 222.7 million, after strong growth in 2010.
This system turns tap water into fizzy flavoured drinks. It was popular in the 70's and 80's, but the faded seemed to fade away. But it was re-launched in the UK in 2010.
The press ad here on the right grabbed my attention. It rides the nostalgia wave by offering to trade in your old machine for a spanking new one.
Here's some interesting learning from this case.
1. Tap into memory structure
The team behind Sodastream have been smart in rejuvenating the tagline which was made famous in the 1980's: "Get busy with the fizzy". I'm sure there are millions of people who enjoyed Sodastream back in the day (like me), and still have latent awareness of this idea. The brand is now tapping back into this memory structure.
For those who remember the original ad, or who want to see what us oldies were watching on TV in the 70's and 80's, click below.
That said, I think the company is missing a trick by not doing more with the "Get busy" idea. Its not really central to the latest ad, below. Rather, its just a tagline at the end.
2. Refresh the brand
The fundamental Sodastream system is the same: machine + CO2 cylinder + pouches of flavour. However, check out how the machines and packaging have been brought bang up to date, in line with modern design trends.
I also like the way there is a range of machines with different price points. We now live in an era where people have Nespresso machines and the like, and are ready to pay to have a nicely designed object in their kitchen.
3. Tap into trends
The other fascinating thing about the Soadastream revival is the way it taps into the trend for more environmental living. To be honest, this is something I didn't think of at first, seeing more the fun side of DIY fizzy drinks. But the additional benefit here is that it saves on all those plastic bottles fizzy drinks come in, and on the transport of these bottles around the world.
Once you've bought your machine, all you buy then are the flavour pouches…and the CO2 re-fills… not sure what the story is with disposing of those though?
In conclusion, what a cracking story of rejuvenating a brand by remembering and refreshing what made it famous.