Sparkling water brand SodaStream has announced the launch of its new 360° global campaign titled 'Push it real good!' in South Africa. Inspired by the 1986 hit Push It by the United States hip-hop group Salt-N-Pepa, the campaign offers a new take on the brand and its products, reflecting its 'Push for Better' ethos in a new way.
At the helm is a new commercial which kicks off with the push of a button, setting a vibrant new SodaStream world in motion, says the brand.
Bursting with visuals and dance, the lyrics of the Salt-N-Pepa's hit have been reimagined to speak to the benefits of SodaStream's core product functions, including freshness, flavour customisation and sustainability, the brand adds.
"We are thrilled to launch our new 'Push it real good!' campaign into the South African market. Fizzing with fun, freshness and an iconic soundtrack, the creative perfectly encapsulates our key brand ethos of Push for Better in a whole new light. SodaStream is an innovative, lively and sustainable brand," SodaStream's South African General Manager, Jacqui Carnelley says.
"We challenge the status quo and push forward by helping people make better choices for themselves and the planet. 'Push for Better' drives everything we do, and that's exactly what our new campaign represents," adds Carnelley.
According to the brand, the campaign is live in Germany and Australia and is being rolled out in other global markets, including the United States of America and Canada.
HeimatTBWA creative director Michael Roeder says the agency focussed on entertainment throughout the project, communicating every benefit SodaStream has to offer in a playful way.
"This is advertising that people like to see because it is not even perceived as such and, in the style of a music video, is fully in line with the spirit of the times," Roeder adds.
'Push it real good!' was produced by Stereo Films München GmbH. The film was shot in Zagreb, Croatia, and directed by the trio Lars Knorrn, Jacquline Hochmuth and Director of Photography, Nikita Kuzmenko.
For more information, visit www.sodastream.co.za. You can also follow SodaStream on Facebook, X, or on Instagram.
*Image courtesy of contributor