Media Means Business

SodaStream proves brands can do April Fools

Fizzy drink system manufacturer SodaStream does a pretty good April Fool joke

Businesses don’t always manage to join in with events well but this global brand has jumped on the April 1st tradition with a video that works.

The ‘infomercial’ delivers due to its plausibility, wrapped up in a double-bluff of silliness.

The idea is simple – the SodaSoak – a spin-off product for the iconic fizzy drinks maker which users self-install to create an instant spa bath.

The SodaSoak even has its own website.

What I love about this prank is that by giving the video a comedic tone, and using reality stars and celebrities, it distracts from the fact that it’s an April Fool’s Day joke.

The company has even partnered with a genuine retailer BedBathandBeyond.com which has listed the product, giving it even greater credibility.

I am slightly baffled by SodaStream releasing the video and a press release outing its own prank before the big day, but otherwise I like this!

“SodaStream is always looking for disruptive ways to create moments of joy and April Fools’ Day is the perfect time to do so,” said Daniel Birnbaum, Chief Executive Officer of SodaStream. “We had tremendous fun combining forces with our valued retail partner Bed Bath & Beyond, which added realism to the prank.”

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