Can Scarlett Johansson Make SodaStream Sexy Again?

SodaStream lands the actress as a celebrity ambassador.

Jan 12, 2014 at 10:45AM

SodaStream (NASDAQ:SODA) has been able to grow into a powerful consumer brand in recent years without paid celebrity endorsements, but that will change after next month's Super Bowl game. 

Scarlett Johansson is being brought on as SodaStream's first-ever Global Brand Ambassador, and she will also be starring in this year's Super Bowl ad. Landing one of Hollywood's most popular actresses is a pretty big catch for SodaStream. Three months ago, Johansson was named Esquire magazine's sexiest woman alive, an annual title that the magazine first bestowed on her in 2006.  

A big key in getting Johansson on board is that she's also a fan of the product.

"I've been using the SodaStream products myself and giving them as gifts for many, many years," she says in Saturday's press release. "The company's commitment to a healthier body and a healthier planet is a perfect fit for me."


Source: SodaStream.

The "healthier body" comment is in reference to the non-diet flavors that contain just a third of the calories, sugar, and carbs as Coca-Cola (NYSE:KO) and PepsiCo (NYSE:PEP) products. There's also no high-fructose corn syrup in the flavors. The "healthier planet" comment refers to the eco-friendly nature of the reusable bottles relative to what Coke and Pepsi have to do in getting their products to consumers.  

We've seen celebrity endorsers say a lot of things that aren't true over the years, but there's no point in risking the credibility of one Hollywood's biggest celebrities by fibbing to land a commercial. It's a safe bet that Johansson really is a big fan of the product, and that's why this relationship will extend beyond the Super Bowl on Feb. 2.

This isn't the first time SodaStream is making a big splash ahead of the Super Bowl. It invested in a spot last year, only to have to replace it when CBS banned the commercial. The ad attacked Coca-Cola and PepsiCo, and the two pop stars are too influential as advertisers to be practically called out by name. SodaStream called an audible, checking down to an earlier ad that did make the cut.

It isn't likely to risk getting nixed this time around. Playing the GoDaddy card to court controversy may have worked last year -- the banned SodaStream ad has now topped 5 million views on YouTube -- but it's not going to want to have to pull a spot starring its new brand ambassador. 

This is a smart move for SodaStream, and it comes at a time when the stock has fallen sharply since peaking last June. Soft sales of syrup in North America spooked investors in its most recent quarter, and Johansson's presence can only help turn that trend around.

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Longtime Fool contributor Rick Munarriz owns shares of SodaStream. The Motley Fool recommends and owns shares of Coca-Cola, PepsiCo, and SodaStream. Try any of our Foolish newsletter services free for 30 days. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

A Financial Plan on an Index Card

Keeping it simple.

Aug 7, 2015 at 11:26AM

Two years ago, University of Chicago professor Harold Pollack wrote his entire financial plan on an index card.

It blew up. People loved the idea. Financial advice is often intentionally complicated. Obscurity lets advisors charge higher fees. But the most important parts are painfully simple. Here's how Pollack put it:

The card came out of chat I had regarding what I view as the financial industry's basic dilemma: The best investment advice fits on an index card. A commenter asked for the actual index card. Although I was originally speaking in metaphor, I grabbed a pen and one of my daughter's note cards, scribbled this out in maybe three minutes, snapped a picture with my iPhone, and the rest was history.

More advisors and investors caught onto the idea and started writing their own financial plans on a single index card.

I love the exercise, because it makes you think about what's important and forces you to be succinct.

So, here's my index-card financial plan:


Everything else is details. 

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