2022 Winner

To launch SodaStream’s new line of flavours in a partnership with PepsiCo’s Bubly sparkling water brand, Edelman helped turn Zoom calls into media placements. Singer and Bubly spokesperson Michael Bublé was enlisted to Zoom-bomb calls: From business meetings and birthday parties to mommy meet-ups and a Municipal Town Council meeting. He even dropped into an ET Canada interview with Jann Arden. The footage was then leveraged to develop content for earned media storytelling, social and online video. The campaign yielded 141 stories, over 79 million media impressions and more than 440,000 organic views of the “Bublé Drop Ins” video on YouTube. “Bublé Drops” performed 2.5 times better in converted sales than SodaStream’s previous fruit-flavoured line.

Credits

Edelman: Leilah Ambrose, Erin Cochrane, Arefeh Ghane, Olivia Goemans, Louise Hugot, Alexa Macdonald, Max Mosher, Sara Rezaee, Brian Rosevear, Ioana Rucareanu, Karandeep Sandhu, Andrew Simon, Tamara Sulliman

SodaStream Canada: Svablum Malhotra, Kyle Millar, Aicha Zaimi

Agency partners: OMD, Praxis and The Garden