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SodaStream Unveils Scarlett Johansson as its First-Ever Global Brand Ambassador

AIRPORT CITY, Israel and MOUNT LAUREL, New Jersey, Jan. 11, 2014 /PRNewswire/ -- SodaStream International Ltd. (NASDAQ: SODA) has signed actress Scarlett Johansson as its first-ever Global Brand Ambassador. Johansson, a Tony winner and four-time Golden Globe nominee, will become the face of a new marketing campaign for the world's leading home carbonation system. The multi-year partnership will kick-off when SodaStream premieres its first ad featuring Johansson during Super Bowl XLVIII on Sunday, February 2, 2014.


"We are thrilled to welcome the remarkably talented Scarlett Johansson into the SodaStream family," stated Daniel Birnbaum, CEO of SodaStream. "Scarlett is a long-time user and genuine fan of our products, a role model for healthy body image and a champion for environmental responsibility, making her the perfect choice for our global ambassador. She truly embodies our brand values and we are honored to have her join our team."

Johansson believes that being healthy is about commitment, determination, and self-empowerment. These core values emulate SodaStream's mission to revolutionize the beverage industry by empowering people with easy-to-use, fun ways to enjoy better-for-you, better-for-the-environment bubbly beverages.

The actress has loved sparkling water since childhood, which led her to discover SodaStream. Now a loyal user for years, Johansson has a soda maker in her home and is an enthusiastic fan of the brand.

"I've been using the SodaStream products myself and giving them as gifts for many, many years," said Johansson. "The company's commitment to a healthier body and a healthier planet is a perfect fit for me. I love that the product can be tailored to any lifestyle and palate. The partnership between me and SodaStream is a no brainer. I am beyond thrilled to share my enthusiasm for SodaStream with the world!!"

SodaStream empowers consumers to create their own carbonated beverages at home, just the way they like them. SodaStream soda mixes are available in over 100 flavors, and generally contain 2/3 less sugar, 2/3 less calories, no high-fructose corn syrup and no aspartame. With an innovative re-usable bottle, the SodaStream system drastically reduces the waste created by plastic bottles and cans; a true revolution in the way people consume carbonated drinks. The company is confident that in her role as Global Ambassador, Johansson will help consumers embrace home soda making as the future of the beverage industry.

About SodaStream
SodaStream International Ltd. (NASDAQ: SODA) is the world's leading manufacturer and distributor of home 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. Our products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use. In addition, our 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. SodaStream products are available at more than 60,000 retail stores in 45 countries around the world, including over 15,000 retail stores in the United States. For more information please visit

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.

About the Super Bowl ad production:

Director: Bryan Buckley
Creative Director: Alex Bogusky / David Littlejohn
Copywriter: David Littlejohn
Art Director: Stephanie Galabert

Corbis Entertainment +1-818-982-3505
Los Angeles: Monica M. Jaramillo/ [email protected]
New York: Venessa Correa/ [email protected]

Yonah Lloyd +972-3-976-2462
Chief Corporate Development and Communications Officer
[email protected]

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