the perfect mix.
The Problem to Solve
In early 2021, SodaStream was facing an exciting, yet extremely messy, few months ahead. Michael Bublé had been secured as the spokesperson for the brand's biggest flavour launch ever: bubly drops. The May product launch was approaching fast and furious - but no planning had been done yet. To complicate matters further, the brand's key sustainability-oriented Earth Month window overlapped the launch, as did the summer cocktail season. With 3 different internal teams and 4 external agency ones, SodaStream needed all of these different 'ingredients' to come together into a cohesive recipe for success.
As the lead on the Integrated Agency Team, The Garden came in to make sense of it all. We created a comprehensive communication strategy that acted as a guide for every internal and external team, building the campaign around a detailed communication funnel and phased framework. In collaboration with media and PR partners, we mapped out the recommended messaging, weight of investment, and strategic priorities across each channel and format, forming 31 individual content 'buckets' that spanned paid, owned, and earned media.
With the communication strategy as the foundation and guide, we developed a plan that led to a +5% growth in brand consideration, a 4% lift in consumer sentiment that SodaStream "is a brand I love", and overall +75% growth in revenue for the SodaStream flavours portfolio.