SodaStream appoints Luchford APM for global design brief

SodaStream has appointed Luchford APM for a global design campaign as it looks to emulate its success with Nespresso.

SodaStream's Milan launch: taken on Luchford APM
SodaStream's Milan launch: taken on Luchford APM

The first of such collaborations with designer Yves Béhar, named SodaStream Source, was recently launched during Milan Design Week.

The agency's wider brief extends to profiling for SodaStream CEO Daniel Birnbaum. He is looking to transform the brand, which was first established in 1903.

Kelly Luchford, founder of Luchford APM, said the focus was on taking a ‘key market share within the soft drinks market’, adding that the agency would replicate its efforts with Nespresso in this respect.

‘It’s a global campaign looking to take SodaStream on to the global design map. If you start at the top tier within the design world and get the opinion formers buying into that you can then underpin it with a mass market campaign,' she said.

‘You start with opinion-forming titles then unfold it into the mass market, making sure there’s celebrity endorsement.’

This included work with 'one of the world's most notorious chefs' Luchford added.

The collaboration between SodaStream and sustainability advocate Béhar is the start of a global campaign for the company.

The work will involve work in fashion and design weeks across the globe, including London, Hong Kong and Milan, with a focus also on music and art.

This will see SodaStream launch a ‘home water centre’ by Italian designer Stefano Giovannoni, and a water fountain by American designer Todd Bracher, with Luchford APM leading the launch events for these products.

SodaStream’s drinks carbonating products are available at more than 50,000 retail stores in 42 countries around the world.

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