SodaStream, le buzz calculé pour le SuperBowl

SodaStream, leader mondial de la gazéification à domicile, a réussi à garantir des millions de vues pour sa publicité pour le Super Bowl, publicité qui ne sera pas diffusée suite à la décision du diffuseur FOX.

Pour la deuxième année de suite, SodStream s’est vu rejeter sa publicité pour le Super Bowl après s’être attaqué directement à Coca-Cola et Pepsi, deux annonceurs majeurs de l’événement deux concurrents directs de SodaStream.

Alors que la publicité de l’année dernière était un poil agressive, la publicité de cette année, qui met en scène une séduisante Scarlett Johansson, est plus acceptable. La controverse est venue de la dernière phrase de Scarlett Johansson : « Sorry, Coke and Pepsi ». Attaque directe ou boutade, cela a suffi à la FOX d’annuler et retirer la diffusion de la publicité au Super Bowl, obligeant SodaStream à faire une nouvelle version en catastrophe.

Alors que les dirigeants de SodaStream ont fulminé après la décision de la chaine – le directeur marketing Ilan Nacasch a déclaré à Yahoo être « très surpris » alors que le CEO, Daniel Birnbaum, a dit à USA Today que la Fox « avait peur de Coke et Pepsi », il est difficile de croire que personne chez SodaStream aie anticipé ce scénario ou du moins, aie voulu ce scénario.

En effet, une année auparavant, Birnbaum déclaré au site Entrepreneur : « It is a PR gift to have an ad banned » (« C’est un magnifique coup RP que de se faire bannir sa publicité »), à propos d’une publicité bannie au Royaume-Uni.

Néanmoins, la nouvelle s’est répandue sur le web et des sites comme le New York Times ou Entertainment Weekly mais aussi des émissions TV comme Good Morning America ont couvert l’histoire, permettant à SodaStream de récolter près de 9 millions de vues, plus que des publicités qui seront diffusées le soir même.
En attendant la version éditée qui sera elle diffusée ce soir, voici la version « Uncensored » et ses quelques 9 millions de vues :

SodaStream Scarlett Johansson

Ce n’est pas la première fois que SodaStream a recours à des moyens originaux pour faire parler de la marque. Il y a quelques années, SodaStream avait conçu des installations reprenant les déchets des canettes et bouteilles de soda, attaquant à nouveau Coca-Cola, sous le signe de la protection de l’environnement.

Quand vous êtes un « nain » rivalisant face à deux mastodontes qui régissent l’industrie, l’innovation est clé. Le tout est résumé par Yaron Kopel, Chief Innovation & Design Officer de SodaStream : « Notre budget marketing annuel est probablement égal au budget publicitaire de Coke pour un jour. Nous devons donc d’être un peu plus créatif quand on veut faire passer nos messages. »

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