SODASTREAM F**K PLASTIC BOTTLES – HEAVY BUBBLES
WHAT IF YOUR SPARKLING WATER COULD DOUBLE AS A WORKOUT? MEET HEAVYBUBBLES, THE BRAINCHILD OF THOR BJÖRNSSON (THE MOUNTAIN FROM GAME OF THRONES), WHO SHOWED THE WORLD HOW TO GET RIPPED WHILE CARRYING WATER BOTTLES.
WE LAUNCHED THIS VIRAL SENSATION IN TWO STAGES:
STAGE 1: ON APRIL FOOLS’ DAY, THOR ANNOUNCED HIS "REVOLUTIONARY" BRAND, AND THE INTERNET WENT WILD. WITHIN 24 HOURS, THE VIDEO REACHED 1 MILLION VIEWS, 30,000 SHARES, AND 10,000 COMMENTS—ALL ORGANICALLY. IT HIT REDDIT’S FRONT PAGE AND WAS FEATURED BY MASHABLE, ENTERTAINMENT WEEKLY, AND MORE.
STAGE 2: THE PUNCHLINE REVEALED SODASTREAM AS THE REAL HERO, HIGHLIGHTING THE ENVIRONMENTAL COST OF PLASTIC BOTTLES. WITHIN 48 HOURS, THE CAMPAIGN HIT 5 MILLION VIEWS, 100,000 SHARES, AND THOUSANDS OF COMMENTS—STILL WITH NO AD SPEND.
BY 72 HOURS, 12 MILLION VIEWS MADE THIS THE MOST VIRAL ISRAELI VIDEO EVER. PEOPLE EVEN BELIEVED HEAVYBUBBLES WAS A REAL BRAND!
FEATURED BY ADWEEK, THE CAMPAIGN WAS A PERFECT MIX OF HUMOR, CELEBRITY APPEAL, AND ENVIRONMENTAL IMPACT, REINFORCING SODASTREAM AS A TRUE GAME-CHANGER.
