SodaStream has launched an advertising campaign that targets consumers near stores its new product is stocked in.
It is rolling out its Genesis sparkling water maker in 88 Boots stores around the UK and promoting it using technology from Sky.
Sky’s AdSmart technology finds viewers that match SodaStream’s demographic and are located near the Boots stores where the Genesis product will be available. Boots already uses the technology in its own advertising.
The campaign will feature in cinemas close to the 88 Boots branches, as well as on digital escalator panels at Waterloo and Victoria Underground stations, on SodaStream’s YouTube channel, and on mobile weather, news and games apps, which will generate details of the nearest Boots store stocking the product. Ads will also be aired on Sky TV.
In depth: How will SodaStream deal add extra fizz to PepsiCo?
Rather than broadcasting to all viewers, Sky AdSmart uses an algorithm to target audiences based on factors including shopping behaviour and age. It can also target audiences by postcode.
The Genesis sparkling water maker is designed to turn ordinary tap water into sparkling water.
The ads will highlight the average UK household’s use of 1,282 plastic bottles each year.
The partnership with Boots comes as part of the brand’s strategy to expand its increasing retail portfolio, which already includes Amazon, Argos, Lakeland and Selfridges.
“All our products, including Genesis, are designed to appeal to the growing number of environmentally-conscious consumers and are a cool addition to any home,” said SodaStream UK general manager Tiago Alves. “As we like to do things differently, we are using multimedia in a really innovative way to pinpoint prospective customers on a very local basis in order to drive sales in each of the Boots stores stocking the Genesis product.”
The campaign was created by Mosaique Creative & Marketing.
No comments yet