29 August 12 12:39–Soda maker SodaStream International Ltd. (Nasdaq: SODA), one of the most successful Israeli companies on Wall Street, launched expanded operations in Israel yesterday. At a press conference in Tel Aviv, CEO Daniel Birnbaum said that the company would invest NIS 4 million in brand development in Israel (a negligible amount for the company) through a series of marketing campaigns on television and billboards. SodaStream picked ad agency Fogel Ogilvy Israel Ltd., run by Edna Maor, for the campaign.
In Israel, SodaStream will sell its latest product, the Revolution, for NIS 799, and a simpler version for NIS 349.
SodaStream is also launching new flavored capsules, using Israel as the first test market. Birnbaum demonstrated the capsules, which are sufficient for a one-liter bottle. The capsule is placed over the bottle’s mouth, and with the
press of a button, the syrup mixes with the carbonated water.
“Globes”: Why choose Israel for the launch of the capsule?
Birbaum: “I wanted to come to the Israeli market with something different. Everyone perceives SodaStream as an old, archaic, product. I needed something innovative to change this perception.”
SodaStream previously existed in Israel under its old name, Soda Club. The company sells its product to the Israeli public, but with little investment in marketing or ad campaigns, as the country was not a priority. However, following SodaStream’s dizzying success in the US market, Birnbaum is now devoting some of his time to the company’s origins.
Why did you decide to launch Israeli activity, and why now? Israel is a small market compared with SodaStream’s other markets.
“SodaStream is an Israeli company. It makes sense to operate here.”…Read More>>