Israeli firm SodaStream hires Scarlett Johansson as its new face
The Jewish-American actress is a loyal user of the Israeli home-carbonation system; their partnership will kick off in a TV advertisement on Superbowl Sunday.
Jewish-American actress Scarlett Johansson, a Tony winner and four-time Golden Globe nominee, has signed on to become the face of a new marketing campaign for the home-carbonation system. The multi-year partnership kicks off on February 2, this year's Superbowl Sunday, when major advertisers spend millions to reach out to more than 100 million viewers who tune into the game annually.
"We are thrilled to welcome the remarkably talented Scarlett Johansson into the SodaStream family," Daniel Birnbaum, the CEO of SodaStream, said in a statement. "Scarlett is a long-time user and genuine fan of our products, a role model for healthy body image and a champion for environmental responsibility, making her the perfect choice for our global ambassador. She truly embodies our brand values and we are honored to have her join our team."
The company said that Johansson has loved sparkling water since childhood, which led her to discover SodaStream. "Now a loyal user for years, Johansson has a soda maker in her home and is an enthusiastic fan of the brand," the statement said.
"I've been using the SodaStream products myself and giving them as gifts for many, many years," said Johansson. "The company's commitment to a healthier body and a healthier planet is a perfect fit for me. I love that the product can be tailored to any lifestyle and palate. The partnership between me and SodaStream is a no brainer. I am beyond thrilled to share my enthusiasm for SodaStream with the world!!"
SodaStream allows users to turn tap water into sparkling water, in more than 100 flavors, at home.
SodaStream first advertised at the Super Bowl in 2013, when one of two planned ads that aimed to take on Coca-Cola and Pepsi was rejected for taking shots at them. That ad went viral, though, garnering more than 2.5 million views on YouTube after its creator tweeted that it had been banned.
The company is not without controversy: It has been targeted by the increasing campaign to boycott any Israeli products from the West Bank, as it has a factory in the settlement of Mishor Adumim.