Repositioning SodaStream with Award-Winning Global Campaigns
Yoash Foldesh led the strategy and creative direction for SodaStream’s global campaigns from 2015 to 2018 as the VP Creative at Allenby Concept House
Beginning in 2015, I spearheaded a series of innovative global campaigns that transformed SodaStream from a perceived budget soda brand to a premium, eco-friendly choice.
Faced with a budget significantly smaller than that of giants like Pepsi and Coca-Cola, our strategy focused on digital campaigns. We made a bold strategic shift: our campaigns targeted not only the big soda companies but also their consumers, holding them accountable for environmental plastic pollution. This approach of engaging consumers directly about their role in environmental degradation significantly shifted SodaStream's brand perception.
Our key campaigns included 'Shame or Glory', featuring Thor Bjornsson and the Septa from "Game of Thrones," which won
a Bronze Carpe Diem Award at the European Effie Awards. The humorous 'Nano Drops' April Fool's campaign with Paris Hilton and the 'Heavy Bubble' campaign starring Bjornsson not only highlighted SodaStream's environmental commitment but also sparked important conversations about environmental responsibility among consumers.
This creative and strategic overhaul played a crucial role in expanding SodaStream's market presence, culminating in its acquisition by PepsiCo in 2018—a testament to the success and impact of our marketing initiatives.