A Bubbly Kind of Love

By  January 14, 2014

Scarlett Johansson SodaStream Partnership

Scarlett Johansson doesn’t travel light. In fact, the actress never leaves home without a very specific kitchen appliance – her SodaStream. Regardless of where she’s traveling for her latest film, Johansson packs one of her three SodaStreams along with her enviable wardrobe, ensuring she’ll be able to turn tap water into bubbly water, no matter where in the world she may be.

That specific penchant lead directly to her newest partnership – as the first face of the brand. As it turns out, Johansson was in Paris when she needed a new carbon cartridge. One anonymous call from Johansson to the brand’s office in Tel Aviv lead to the shipment of a new canister, followed by a kind thank you note signed SJ, marking the beginning of a friendship between the actress and the CEO.

Over conversations and discussions, “SJ” and SodaStream embarked on a first for the brand – marking the actress as the initial face of the company, which has been in existence for over 100 years. Though at first glance, the pairing seems quite random, it only takes a minute in Johansson’s presence to understand her passion for the company and what it stands for.

As a child, her mother regularly served her carbonated water, but would mix it with fruit juice instead of soda. Upon moving out of her house, Johansson then realized how many bottles and cans she was wasting with her beverage habit. Given her combined desire to focus on environmental value and health initiatives, the realization that a product could help in both arenas made her an instant fan. She purchased her first SodaStream at Williams Sonoma, but has since swiped her credit card for many more, gifting them as birthday or house warming presents.

Johansson and Dan Birnbaum, the CEO of SodaStream made their news public during cocktail hour at the Gramercy Park Hotel. Delicately welcoming the crowd and sharing the stories behind her new role, Johansson charmed everyone in the room with her warm and engaged behavior. Guests were invited to preview behind the scenes clips from the commercial which will air during SuperBowl Sunday, one of the most coveted spots of the year.

Following cocktails, made with SodaStream, of course, she welcomed select guests to a three course meal, where she regaled the table with conversations you’d find yourself having with your friends. From her thoughts on The Wolf of Wall Street to how she deals with telling her father and brother about sex scenes in movies – “I simply tell them, ‘You don’t have to see this one’” – Johansson was every bit the charming and delightful individual Birnbaum made her out to be, causing us to appreciate SodaStream’s desire to secure her as their spokesperson even more.