Sparkling water brand SodaStream is launching a new marketing platform that focuses on the range of possibilities that come from one at-home machine.

The bubbles-infused creative for the new “If You Can Dream It, You Can Stream It” platform asks viewers to imagine something that can do “what a can, can’t,” showing the sleekness of a SodaStream, but also a point-of-view shot from the inside of a bottle, heroing syrup mixes like Pepsi, Bubly and 7-Up.

“It’s about empowering consumers to really personalize their experiences,” says Kyle Millar, who leads Canadian marketing for SodaStream. He tells strategy the company offers an array of  flavoured sparkling water and CSDs, carbonated soft drinks, in different combos so users can mix them up in whatever fashion they want.

The approach is in part informed by global SodaStream research revealing that its customers are now more interested in design and innovation, but also mixology and user experience, and elevating at-home beverage creation.

The campaign is now live throughout SodaStream’s brand channels. The spot and various cut-downs will run across conventional and connected TV, digital and social channels in key global markets, including Canada. Millar says his team was an active partner in the global campaign from the get go, writing the brief together and working closely with creative agency Energy BBDO.

“When I was younger, sparkling water wasn’t nearly as big as it is now,” Millar says, especially with the success of the Bubly brand.

According to Millar, part of what makes SodaStream appealing is not just about helping consumers create an at-home experience, but also the sustainability and health attributes. “The machine is built to be a reusable, closed-loop system,” he says. “You don’t need to worry about single-use plastics.”

This positioning was part of last fall’s “Push for Better” platform, a phrase also used in one of the latest campaign videos, a double entendre based both on the value proposition of reducing plastic waste and how the device is operated with a simple button push.

Also, Millar says with health being top of mind, consumers appreciate low calorie offerings that are versatile in terms of flavour customization.

SodaStream is going after a “progressive consumer” between 25 and 44 who is image conscious, an early adopter and who keeps up with trends and new appliances.

Summer has been a time when the brand has not typically been as vocal and the season represents a “huge” opportunity for SodaStream to remind people of beverage options. “We’re definitely trying to win that summer occasion,” Millar says.

The campaign was created by Chicago-based agency Energy BBDO. Locally, Edelman is providing PR support, The Garden is leading social and OMD is handling media.