SodaStream CEO on why marketing is key as it aims for ‘cult’ brand status

SodaStream is putting its brand purpose to “make a difference to the world” at the heart of its marketing, taking on the giants of the soft drinks space with an aggressive move to cut sales of bottled water.
The drinks brand started its transition from soft drinks to fizzy water back in 2014 in response to changing habits, as consumers started to cut sugar from their diets.
That shift comes on the back of growing sales of bottled water. Water overtook carbonated drinks as the mo