Disrupting the beverage industry

SodaStream existed as an underdog challenger in an industry of beverage titans like Coca-Cola and Pepsi until we implemented a bold and disruptive communication strategy. Blending digital ingenuity, performance marketing, new generation public relations, disruptive guerilla marketing, and public affairs, we created iconic campaigns that continue to be taught in business schools today. Connecting an obscure character from 'Game of Thrones' to a clever April Fools' pranks led the first campaign in a focused multi-pronged approach resulting in a 3.2 billion-dollar acquisition.