SodaStream sought to drive brand-growth, underpinned by a better understanding of consumer drivers and targeting opportunities. We undertook a programme of local consumer segmentations in 12 global markets - in each market identifying the ‘design target’ to drive recruitment, and inform strategy around comms, retail, CRM and NPD. We then complemented this work with a global needstate segmentation, in order to inform a flavour-range strategy in partnership with PepsiCo.
