SodaStream will be advertising in the Super Bowl for the first time since 2014, the brand confirms to Adweek.
The ad, which will air just prior to the Super Bowl halftime show, is part of a larger campaign that’s being created by Goodby Silverstein & Partners. Veteran director Bryan Buckley, who has over 60 Super Bowl ad credits to his name (as well as an Oscar nomination), will be helming the spot.
SodaStream’s had a controversial relationship with Super Bowl advertising in the past. The brand created spots for both the 2013 and 2014 games, both of which called out Pepsi and Coke by name. CBS and Fox rejected the initial creative for the ads because of the blatant name-dropping, a decision that ended up gaining the spots a fair amount of online attention anyway. Both ads ended up running in the game, without the Pepsi and Coke mentions.
A similar situation is unlikely to arise this year, thanks to PepsiCo’s acquisition of SodaStream in 2018 for $3.2 billion. With that acquisition, SodaStream is working with a strong corporate muscle behind it this year. (And a good thing, too, as Super Bowl ads are running as much as $5.6 million this year for a 30-second spot.)
Creative details surrounding the spot have not yet been revealed, but SodaStream did say in a statement that the ad will “remind consumers that SodaStream is the best way to stay hydrated and help the environment by cutting out single-use plastic.”
Super Bowl LIV airs on Feb. 2.