Alex Bogusky will take SodaStream to its first Super Bowl

SodaStream International has purchased time in the upcoming Super Bowl, a first for the upstart brand, positioning the home soda dispenser against two of the game's biggest sponsors, Coca-Cola and Pepsi. The commercial will be created by Common, with agency co-founders Alex Bogusky and Rob Schuham expected to contribute. Current spots for SodaStream tout formulas that mimic the taste of famous soft drinks and play on the environmental friendliness of saving bottles from landfills.

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