CASE

STUDIES

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Public Relations/Investor Relations Case Study

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Introduce company and its products to investors and consumers in the United States

ISSUE

SodaStream (NASDAQ:SODA), the world's largest manufacturer, distributor and marketer of home carbonation systems looked to KCSA to prepare the company to become public in the U.S. and then to create awareness of the company to change the way people drink and think about soda. SodaStream experienced tremendous growth following its IPO in 2010, however, while the product is iconic, the company was challenged with new entrants to the space and linkage to other consumer products that have been considered fads and ongoing pushback from "Big Soda".

IDEA

KCSA implemented a pro-active CEO positioning campaign in the financial and business media to position SodaStream as a disruptive technology, a "David" to Coca-Cola and Pepsi's "Goliath." The goals of the program were to support efforts to drive greater awareness of SodaStream across all key constituents including investors, customers and business partners as well as with the financial media coverage and to reinforce SodaStream as an exciting investment opportunity.

CEO Daniel Birnbaum appears on Mad Money on IPO day to kick off aggressive financial media campaign.

IMPACT

KCSA secured a Company/CEO feature story for SodaStream in every major business financial print publication including: Fortune, Forbes, Bloomberg Businessweek and Fast Company. KCSA also successfully secured numerous broadcast segments on CNBC, Bloomberg TV and Fox Business Network. All of the positive media drove strong brand awareness of SodaStream and positioned the company as a smart investment opportunity.