SodaStream announced today that the company appointed Matt Kahn to the newly created role of U.S. chief marketing officer.
The Israel-based company, which PepsiCo acquired for $3.2 billion in 2018, said the move is part of an effort to expand its business in the U.S. Kahn will work to share the brand’s mission, which has a strong focus on sustainability, with consumers in the market. The brand’s most recent marketing splash came in a Super Bowl spot touting its sustainability message with Bill Nye.
“As SodaStream continues to aggressively pursue the opportunity for growth in the U.S., Matt’s introduction to our organization will help realize our potential,” said SodaStream USA’s general manager Bryan Welsh in a statement. “Matt has a proven track record of high-profile successes and iconic campaigns, and with him on board, our potential in the sparkling water market is endless.”
Kahn spent nearly a decade at Coca-Cola, first as a brand manager for Sprite and then as a senior vp, marketing, Glacéau Vitaminwater and Smartwater. Coca-Cola bought Glacéau for $4.2 billion in 2007. He’s credited with signing LeBron James as spokesperson for Sprite and Powerade, as well as bringing in several other high-profile celebrity endorsements including Tom Brady, Gwyneth Paltrow, Jennifer Aniston, 50 Cent, Ellen DeGeneres, Lindsey Vonn and Venus Williams. Khan noted he hopes “to inspire consumers and corporations to share our ambition towards creating a more sustainable ecosystem.”
“I’m looking forward to working with the team on turning SodaStream into a billion dollar brand in the United States alone, as it sits at the intersection of three key mega trends–health and wellness, environmental sustainability and personalization,” Kahn said in a statement.
Following PepsiCo’s acquisition of SodaStream, the sparkling water brand’s top marketer Maurice Herrera departed suddenly last January after just four months on the job. Herrera is now svp and U.S. CMO for Avis.