SodaStream hands brand repositioning brief to Alfred

SodaStream, the ‘sparkling water maker’, has chosen Alfred as its lead UK comms consultancy to drive brand repositioning and UK expansion.

With operations in 45 countries, SodaStream enables consumers to turn tap water into sparkling water, flavoured sparkling water and cocktail tonics.

Alfred has been briefed to increase brand awareness and market growth, with a particular focus on the family audience.

As well as PR activity, the brief includes social media and an influencer relations strategy.

Alfred’s remit will also include establishing the brand as a key driver behind the prevention of plastic waste, aligning SodaStream with leading charities and government initiatives, as well as a focus on the brand as a healthier choice for the whole family.

Gemma Pears, Alfred’s co-founder, will lead the account and the team will report to SodaStream’s UK brand manager, Helen Amiss.

Amiss said: “Alfred has been appointed as a strategic partner tasked with helping us to further develop brand awareness, loyalty and recognition with both new and existing audiences.

“Its response to our brief was all encompassing; strategic, creative and thoroughly based on audience insight. The integrated approach provided clear tangible results and we believe it will catapult us to the heart of our core consumer.”

Pears added: “SodaStream is a heritage brand that has transcended over a century of innovation. As genuine brand advocates during our childhood through to now, to say we’re delighted to have it on board as a client, is an understatement.

“We’re joining a brilliant internal team that is steeped in passion for the brand and rich in creative license. SodaStream’s commitment to raising awareness of the plastic waste crisis, as well as its health and wellbeing approach, provides us with a solid platform to tell many compelling stories.”