Scarlett Johansson making Sodastream commercial
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Israeli beverage company Sodastream reinvented an old product with some very classy marketing and became a high growth story.
Now the company has gone one step further and hired Scarlett Johansson to be its first ever brand amabassador. The Tony award winning actress, and four time Golden Globe nominee will now be the face behind a new marketing campaign for the company. Sodastream may not be Chanel, or Estee Lauder, or Christian Dior, but with Scarlett Johansson behind them, who is one of the world’s sexiest women, they may as well be.
The new partnership between Sodastream and Johansson, which is designed to be multi-year, commences during Super Bowl next month when Sodastream unveils its new Super bowl ad on Sunday February 2nd, 2014.
Sodastream first advertised at the Super Bowl last year. One of their two planned ads was rejected as too controversial, though it nevertheless went viral on social media and by coming back again this year the company has clearly not backed away from its aggressive brand making strategies.
“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.”
Sodastream today – not your father’s carbonated water machine
We are now told 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 reported to be an enthusiastic fan of the brand.
“I’ve been using the SodaStream products myself, and giving them as gifts, for many, many years, ” says Johansson in the corporate handout. “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!!”
Come on guys it is only soda water we are talking about here… enough with the hyperbole. But coming as it will now from the lips of Scarlett Johansson herself, who will possibly be able to resist?
Sodastream says it is confident that in her role as Global Ambassador, Johansson will help consumers embrace home soda making as the future of the beverage industry. It is possible they may well be right.
Investment blog the Motley Fool is a fan too, estimating Sodastream has a forward P/E of 15, compared to a trailing twelve months P/E of around 22. The Fool further assets the company has broadly delivered on its growth promises to date, too, though with some ups and downs, but has not been rewarded by investor interest in in its stock in 2013. Perhaps here too the partnership with Ms. Johansson will help move some investors off the fence.
An ace in Sodastream’s hole may be its hold on the healthy drink segment, which could expand as worries about obesity in the US move past just vague expressions of concern about too many sugary drinks to concrete actions by consumers. The more successful Sodastream can become in tapping into such consciousness, too, the more likely either Coke or Pepsi will one day make a run at them with a take-over offer that they can’t refuse.