SodaStream's CEO on Turning a Banned Super Bowl Ad into Marketing Gold
When Birnbaum joined SodaStream, in 2007, it was a sleepy company whose managers liked to boast that they had an 85% share of the "home carbonation business." He and his all-new management team brought enthusiasm and vision--and shortly began talking about a new cola war to grow SodaStream's share of the $260 billion global soda business. The ad they created for the 2013 Super Bowl reached more than 100 million viewers--but in an unexpected twist, an ad that never even got on the air garnered more attention. The original spot (called "Game Changer"), which took a direct shot at Coke and Pepsi, was rejected by CBS. The legal wrangling that followed generated headlines around the globe--newspapers in countries that don't even air the Super Bowl began doing stories on it. And the controversial ad has been viewed more than 5 million times on YouTube. From a marketing standpoint, it was a great investment.
【書誌情報】
ページ数:6ページ
サイズ:A4
商品番号:HBSP-R1401A
発行日:2014/1/1
登録日:2014/1/16