Reimagining a Salt-N-Pepa classic.
Sparkling water brand SodaStream has launched its new 360° global campaign titled Push it real good! in Australia.
Created with advertising agency HeimatTBWA \The Disruption® Company (Düsseldorf), the :30, :15, :10 and :06 spots are now live across SodaStream Australia’s social and digital channels, BVOD and connected TV, with free to air launching later this year.
Inspired by the 1986 hit 'Push it' by the US 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.
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.
It's the latest release under the brand’s global marketing platform If You Can Dream It, You Can Stream It, which launched in 2023.
"We are thrilled to launch our new Push it real good! campaign into the Australian 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 Australia marketing manager Holly Walker said.
"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.”
The campaign is live in Germany and being rolled out in other global markets, including the USA and Canada.
HeimatTBWA creative director Michael Roeder said the agency focused 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," he said.
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.
