Repositioning that reverses decline
Soda Stream
Challenge
SodaStream had positioned itself as the enemy of soda with "Soda is Dead." After four years of decline, it was clear: consumers didn't buy it. People don't want to be shamed for liking soda. How do you compete with Coke and Pepsi without declaring war?
Big Idea
We uncovered the real insight: every time someone reaches for a soda, there's a negotiation happening in their head. "I don't want the sugar, but I do want the refreshment." So we created "One Less Soda a Day" positioned SodaStream as a healthier alternative without attacking what people love. Made the choice feel like progress, not sacrifice.
Results
Reversed 4 years of steady decline
31% consumption increase, 6.5% sales increase, 41% brand consideration increase
Led to $3.2B PepsiCo acquisition 16 months later
A Soda a Day
My Butt Rewarded
Spot: Chris