SodaStream Launches Global Magalog Featuring Bar Refaeli

Company Also Unveils New Holiday TV Commercials in UK

Nov 16, 2011, 07:30 ET from SodaStream International, Ltd.

AIRPORT CITY, Israel, Nov. 16, 2011 /PRNewswire/ -- SodaStream International Ltd. (NASDAQ: SODA), a leading manufacturer and distributor of home beverage carbonation systems, today announced the release of its first magalog (magazine/catalog), featuring Bar Refaeli and other top models.  The magalog introduces the Company's revolutionary new campaign, entitled "A Sparkling Life."  It was photographed underwater, and post-production included next-generation digital enhancement visual creator tools to integrate the various images and bubbles.

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The SodaStream magalog is a 24-page premium catalog that will begin to appear this week in leading newspapers, magazines and online destinations around the world.  It showcases SodaStream as a lifestyle brand that is environmentally-friendly, promotes health and wellness, and offers an exciting product assortment including a variety of delicious flavors.  To see the magalog and to enjoy the creative "making-of" video that captures the behind-the-scenes production of this innovative marketing tool, please visit

In addition, to help support the recent increase in UK retail locations, SodaStream has just unveiled a new TV campaign there entitled "Make Someone Happy This Christmas."  The campaign features a series of commercials that capture the exciting spirit and light-hearted humor associated with the SodaStream brand.  The Company estimates that over 75% of UK television viewers will be exposed to the commercials for an average of five times over the next five weeks.  To preview the campaign online please visit

"Our holiday initiatives are starting early as we present our first magalog, designed to inspire our customers and position our brand as a 'must-have' lifestyle kitchen appliance," stated Daniel Birnbaum, CEO of SodaStream.  "While we typically highlight our key, rational benefits such as convenience, value, environment and wellness, these holiday initiatives establish the emotional connection that is so important in building a strong and sustainable brand.  We expect that these activities will help contribute to another successful holiday season for SodaStream."

About SodaStream International

SodaStream manufactures beverage carbonation systems, which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water.  Soda makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water.  The Company's products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use.  In addition, the Company's products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles.  The Company's products are available at more than 50,000 retail stores in 42 countries around the world.  For more information on SodaStream, please visit the Company's website:

Forward-Looking Statement: This release contains forward-looking statements, which express the current beliefs and expectations of management. Such statements are based on management's current beliefs and expectations and involve a number of known and unknown risks and uncertainties that could cause our future results, performance or achievements to differ significantly from the results, performance or achievements expressed or implied by such forward-looking statements. Important factors that could cause or contribute to such differences include risks relating to: our ability to expand into our target markets, including the United States; our ability to continue to develop or maintain our presence in retail networks; our ability to develop and implement production and operating infrastructure to effectively support our growth; the success of our marketing campaigns and media spending in terms of increased sales or increased product and brand name awareness; our ability to maintain our customer base in markets where we have an established presence; the risks associated with our reliance on exclusive arrangements for the distribution of our home beverage carbonation systems and consumables in each of the markets in which we use third-party distributors; our ability to compete effectively with other companies which currently offer, or may offer in the future, competing products; potential product liability claims if any component of our home beverage carbonation systems is misused; our ability to protect our intellectual property rights; our being found to have a dominant position in certain markets which may place limits on our ability operate; risks associated with our being subject to fluctuations in currency exchange rates; our potential exposure to greater than anticipated tax liabilities; our products being subject to extensive governmental regulation in the markets in which we operate; adverse conditions in the global economy which could negatively impact our customers' demand for our products; and other factors detailed in documents we file from time to time with the United States Securities and Exchange Commission.  Forward-looking statements in this release are made pursuant to the safe harbor provisions contained in the Private Securities Litigation Reform Act of 1995.

Company Contact: Yonah Lloyd Executive Director Corporate Development and Communication Phone: +972-3-976-2462

SOURCE SodaStream International, Ltd.