SodaStream, the in-home system that turns still drinks into fizzy, has returned to TV screens with a £1m, six- week campaign parodying the craze for manufactured' pop groups. Aimed primarily at five to 12-year-olds, the three 30-second ads feature a spoof band who can't make music but who can make pop from SodaStream.
Marketing manager James Beech said the ads' tongue-in-cheek attitude would appeal to adults. The ads are backed by instore activity and competitions in children's titles, the Pop Rivals web site, limited edition pens and stickers, as well as a machine with extra flavours.