If You Love The Bubbles, Set Them Free

Now, I am not a huge soda drinker.  I do have the occasional Sprite when I’m out for dinner, or Coke when I’m feeling reminiscent of my time abroad in Latin America, but I really don’t drink it all that often.  Maybe it’s because I’m a college student on a pretty strict budget and don’t have room for both Nutella and Pepsi in my diet.  But one thing I did grow up with, and have become more of an active drinker of now that I am out on my own, is sparkling water.

Within the past two years or so make your own carbonated drink machines became a more desired product.  A recent commercial by SodaStream (the leading company in make-your-own-soda) brings into question the competitiveness of SodaStream verses Pepsi and Coke, the worlds leading soda companies.  The commercial below was not shown during the SuperBowl as CBS rejected it.  With Coke and Pepsi being two of the biggest advertisers during the game, perhaps CBS didn’t want to risk their support.  SodaStream now has posted on their website “watch the SodaStream commercial they wouldn’t let you see during the big game”.

The commercial starts with two delivery trucks pulling up in front of a grocery store, one for Pepsi and one for Coke.  The deliverymen load up their carts and race to get to the door first, but before they have the chance their bottles explode and with a cut to a handsome man in a dark room, as he pushes down on SodaStream a voice intones, “with SodaStream, we could’ve saved five hundred million bottles on game day alone”.

SodaStream seems to have a lot going for them.  They are targeting sustainability in their use of reusable containers, saving money by making your own soda at home, and in a day in age where many people are questioning the health factors related to sugar sweetened beverages carbonated water looks pretty good.  You can make your own soda with this machine with added sweetened packages, but according to one YouTube video I watched they contain half the amount of sugar per serving than a normal liter of Coke.  Many people are also buying the SodaStream just for carbonating water.

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It is a pretty smart deal for SodaStream.  The consumer makes an initial investment on the machine (about $80), and then has to refill the proprietary air tanks and if you’re making soda the SodaMixes, both of which you can buy at Target and Crate & Barrel.  I don’t know if it’s totally worth the money, but I do think that they are going to give Coke and Pepsi a run for their money.

With both of these two companies running on persuasive advertising, not necessarily new inventive products, and expensive costs SodaStream might be the semi- affordable switch consumers are willing to try.  Being able to make your own soda at home takes away some of the mystery soda implies, and if you can make it at home why buy it ever again?

NP 4/30

Beers and Tears

Since I didn’t give the Super Bowl my complete attention last weekend, this weekend I educated myself on some of the most memorable ads of the game.  I normally am intrigued by the funny advertisements, but this particular commercial one had me teary eyed.  The Budweiser Clydesdale’s “Brotherhood” advertisement featuring a newly born foal, had many animal lovers choked up.  It is a perfect equation for tears with an adorable baby horse, “Landslide” by Fleetwood Mac, and rousing run into hug moment at the end.

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(need a reminder?  Watch it here!)

            I have remembered Clydesdale’s being an integral part of Budweiser’s advertising forever, but was surprised to find out that they have been apart of Budweiser’s marketing since April 7, 1933 when August A. Busch, Jr. presented a hitch of Clydesdale’s as a gift to his father as a celebration to the end of prohibition!   August Anheuser Busch, Sr. was guided outside the brewery by the ruse of being told his son had purchased him a new car, but instead was greeted by the horses, pulling a red, white, and gold beer wagon.  This wagon was the carried the first case of post-Prohibition beer from the St. Louis brewery!  Who knew!

            Ever since, the Clydesdale’s have had an active role in Budweiser’s advertising and are a recognizable image of the company.  This particular commercial however, uses intense emotional appeal, and it seems to me that it would be hard for anyone that would not enjoy the ad.  It is not crude, takes us quickly into the horse and man’s relationship, and celebrates some of the strong American values this beer tries to encompass.  Truly a clever way to stand out among some of the more traditional male targeted Super Bowl commercials.

NP 2/12

http://www.washingtonpost.com/blogs/early-lead/wp/2013/02/04/the-5-best-super-bowl-commercials-of-2013/

http://en.wikipedia.org/wiki/Budweiser_Clydesdales

The Beyonce Bowl

On Sunday evening my house had friends over for the Beyonce bowl, I mean Super Bowl….

I do watch the Super Bowl every year but to be honest, I’m never really that interested in the actual football.  My attention is directed mainly towards the snacks, drinks, and watching the commercials about other snacks and drinks, and this year Beyonce!  I’m a pretty dedicated follower of Queen Bey, and knew about her performance a few months before the game.  However, I was surprised to see a lot of the attention she gained before the event in relation to her new collaboration with Pepsi.

Leading up to game day, Pepsi ran many advertisements featuring Beyonce’s lips painted as the Pepsi logo and promoted her halftime performance with a contest run out of Pepsi.com.

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The first part of her performance was made up by contest entries sent into Pepsi.com by her fans making a collage titled “Frame By Frame”.  A very unique way to include fans within the performance, but the collaboration between Beyonce and Pepsi has many observers questioning what is really going on.  Many of Pepsi’s commercials have included famous artists (we will rock you with Pink, Britney, and Beyonce anyone?)

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Now stated in a Times article, Pepsi has decided to partner with Beyonce to support her as a creative artist.  The partnership will not only include commercial advertising, but also a multimillion-dollar fund to support the singers chosen creative projects.  This shift in advertising seems to be following current trends and interests, as well as promoting their company as a supporter of independent musicians.  Their slogan “Live For Now” vibes along with the use of a current artist, who has been popular for many years and has a strong fan following, they are not only tapping into her fan base, but also into a generation that is highly influenced by current media.  An interesting relationship, but it seems like both sides will benefit!  What do you think about it?

MLW 2/5