Earlier this month, SodaStream announced it would be airing its first Super Bowl ad in six years—also, its first to debut under new parent PepsiCo. The Big Game spot, to air right before the half-time show, is being created by Pepsi’s agency Goodby Silverstein & Partners and directed by Super Bowl vet Bryan Buckley, who also shot Sodastream’s last ad featuring Scarlett Johansson.In the past, SodaStream had made a name for itself creating Super Bowl ads that were banned or had to be re-cut for the game because they unabashedly dug at what it considered to be its big soda rivals, Coke and Pepsi. But now that SodaStream is Pepsi-owned (PepsiCo acquired the company in 2018 in a deal valued at $3.2 billion), it remains to be seen whether big soda will remain its target.
As part of its space-themed push, Sodastream will also be doing a special promotion specifically targeting the residents of Mars—Mars, PA, that is. Residents of the city who tweet to @SodaStreamUSA on game day will get a chance to receive a free SodaStream. The brand is publicizing the contest in a full-page ad in the local paper.