Amazing Agency helps SodaStream surpass sales goals following launch in Spain

Sparkling water adds a splash of fun to any drink. But for people seeking to reduce waste, the environmental cost of single-use plastic bottles is often too high to justify the bubbles. By using the sparkling-water machines made by SodaStream, a brand within the Pepsi group, customers can create their own effervescent beverages at home without producing excess waste.

When SodaStream decided to launch their Carbon Trust–certified machines in Spain in April 2022, they chose Amazon as one of their primary channels to connect with customers. The brand later worked with Amazon Ads advanced partner Amazing Agency to develop a multifaceted advertising campaign for Prime Day in July 2023, with a focus on generating brand awareness and driving sales for SodaStream in Spain.

In any category, the best way to grow is to move up through the purchase funnel, and the awareness and consideration solutions from Amazon Ads can help us to achieve this.

- Soraya Méndez, marketing director Iberia, SodaStream

Preparing big plans for Prime Day

Amazing Agency took a wide-ranging approach to help SodaStream achieve their ambitious sales goals for Prime Day. Specifically, the partner used various sponsored ads products, including Sponsored Products, Sponsored Brands, and Sponsored Brands video, to support SodaStream’s lower-funnel goals for their popular water-making machines, bottles, and flavors. To increase traffic to the Brand Store, they also used Amazon DSP to help SodaStream reach customers who had already engaged with their products as well as customers interested in similar products.

It’s important for advertisers to use both sponsored ads and Amazon DSP thoughtfully and appropriately to achieve their desired performance. As an Amazon Ads advanced partner, our goal is to make this process an optimal, accelerated, and manageable one for advertisers.

- Manuel Gonzalez, head of advertising, Amazing Agency

Setting a three-phase strategy for return on investment

To help deliver the highest possible return on investment for SodaStream, Amazing Agency devised a three-pronged strategy. First, during the lead-up phase, the partner activated their campaigns to attract potential customers to SodaStream products. During this three-week period, no single product had an active promotion.

Next came the event days. Amazing Agency focused SodaStream’s advertising on products with active promotions to generate interest, reconnecting with shoppers who had viewed products during the lead-up phase. By recognizing that the brand’s sales peaks happened from 11 a.m. to 2 p.m., and again after 8 p.m., they could help SodaStream optimize their budget.

After Prime Day ended, Amazing Agency extended a lead-out phase that continued to use Sponsored Products and Amazon DSP. The partner also maintained a focus on reaching customers who had already shown interest in SodaStream’s products.

Amazing Agency’s campaign yielded impressive results for SodaStream. Not only did the brand exceed their sales goal by more than 100%, they also saw return on ad spend jump by 50%.¹ In addition, their new-to-brand sales increased by 30% compared with Black Friday in 2022.² SodaStream and Amazing Agency are now building on this success to advance their advertising goals in other new regions.