Brand marries carbonated water with pop culture to create engaging viral videos

SodaStream is simultaneously running two humorous video campaigns: A global one featuring two “Game of Thrones” stars that parodies one of its famous scenes; and a U.S. one that makes fun of the unused “healthy” gifts we foist on one another during the holidays.

After a stretch of poor financial results, the Israeli-based maker of home machines for making carbonated beverages from tap water has been seeing a rebound, with three consecutive quarters of double-digit revenue growth. In Q3, sales increased 12.9% and earnings leapt 214%.

What it means:
SodaStream is creating massive buzz and earned attention by tying into pop culture and creatively tying their brand benefits to it. This demonstrates once again that if brands can demonstrate value, through utility, emotion or creativity, they will engage with today’s consumer.