SodaStream Canada’s new marketing campaign, “Push It Real Good”, puts a high-energy, nostalgic spin on the brand’s key message of sustainability.

The campaign launch includes a TV spot that reimagines the 1986 Salt-N-Pepa hit, “Push It,” while underscoring SodaStream’s tagline “Push for Better.” The ad highlights the ease of making drinks at home, and addresses the reduction of single-use plastic waste.

Kyle Millar, director of marketing for SodaStream Canada, tells strategy that the campaign was shaped by insights into SodaStream’s target consumers, specifically those who are progressive, health-conscious and seek style.

“Our consumers value staying ahead of trends, enjoy the ability to customize their life and appreciate products that add to the aesthetic value of their home, all while doing their part to reduce their environmental impact,” Millar says. “The campaign emphasizes those exact qualities of our ecosystem, showcasing how SodaStream gives you the freedom to create personalized and sustainable beverages at home, aligning with their desire for customization, innovation and eco-friendly choices, while also making their kitchen look good!”

The “Push It Real Good” campaign features energetic dance moves, a striking glass pyramid and colourful scenes of drink preparation at a futuristic bar. The ad aims to distinguish SodaStream by focusing on playful entertainment that aligns with current trends.

“SodaStream Canada is seeing several key trends that the ‘Push It Real Good’ campaign taps into,” Millar says. “People are increasingly looking for environmentally responsible products, and this campaign directly addresses that need by promoting the reduction of single-use plastic waste. SodaStream’s reusable bottles and CO2 cylinders are highlighted as sustainable alternatives, appealing to consumers who are conscious of their environmental impact.”

Another important trend is the desire for personalization and convenience, Millar adds.

“Consumers today want to break free from the status quo and create customized experiences at home, and the ‘Push It Real Good’ campaign emphasizes how easy it is to make personalized sparkling drinks with the SodaStream Art Machine,” Millar says. “This focus on convenience, combined with the ability to tailor beverages to individual tastes, resonates with a market that values both practicality and individuality.”

The “Push It Real Good” campaign is currently airing on TV and online.

Last summer, SodaStream Canada teamed up with Chicago-based creative agency Energy BBDO to create its “If You Can Dream It, You Can Stream It” campaign. For that campaign, PR firm Edelman Toronto provided PR support, Toronto advertising agency The Garden led social and OMD handled media.