SodaStream Picks Independent B-Corp Agency Notchup to Activate Its Concentrates Range
SodaStream has chosen French B-Corp creative agency Notchup, following a competitive pitch, to launch and activate its flavour-concentrates range with a consumer 'challenge' campaign — a notable win for an independent, mission-certified shop over the networks.
The Win
SodaStream selected Notchup after a pitch to lead the activation of its concentrates range, building the work around a consumer-challenge campaign. The appointment was reported on 7 September.
What makes it stand out isn't the size of the budget but the choice: a challenger FMCG brand handing a launch to an independent, B-Corp-certified agency rather than defaulting to a network shop.
Why Independents Keep Winning Challenger Brands
Challenger and purpose-minded brands increasingly gravitate to independents that share their values and can move quickly. A B-Corp certification isn't just a badge; for the right client it's a signal of aligned incentives and a way to walk the sustainability talk credibly.
For SodaStream — a brand whose whole proposition is reducing single-use bottles — partnering with a mission-certified agency reinforces the story at the level of who it chooses to work with, not just what it says in ads.
The 'Challenge' Mechanic
Framing the launch as a consumer challenge is a shrewd activation choice. Challenges invite participation, are inherently shareable, and give people a reason to try the product rather than just watch an ad about it.
For a concentrates range, trial is everything: the category lives or dies on getting the product into people's hands and glasses. A challenge is a low-friction route to exactly that.
Marketing Minute's Read
Two lessons here. First, your choice of agency is itself a brand signal — for a values-led brand, an aligned independent can reinforce the proposition in a way a generic network can't. Second, when trial is the goal, build participation into the idea rather than bolting it on.
If your product needs to be experienced to be understood, don't just advertise it — design a reason for people to pick it up and play. The agency you pick to do that should believe what you believe.
Quick FAQ
Which agency did SodaStream choose?
French B-Corp-certified independent creative agency Notchup, selected after a competitive pitch to launch and activate SodaStream's flavour-concentrates range, as reported on 7 September 2026.
Why is choosing an independent B-Corp agency notable?
Challenger and purpose-minded brands increasingly favour independents that share their values; for SodaStream, whose proposition is reducing single-use bottles, a mission-certified partner reinforces the story through who it works with.
What is the campaign approach?
A consumer-'challenge' campaign designed to drive participation and trial of the concentrates range — a low-friction way to get people to actually try the product rather than just watch an ad.
Your choice of agency is a brand signal in itself. For a brand like SodaStream, whose whole pitch is fewer single-use bottles, picking a B-Corp independent reinforces the story at the level of who it works with. And when trial is the goal, build participation into the idea — don't bolt it on afterwards. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: your agency choice is a brand signal — an aligned independent can reinforce a values-led proposition — and when trial matters, design participation into the idea rather than bolting it on.
Does a brand's choice of agency change how you perceive it — or do only the ads themselves matter?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Stratégies; CB News; TOP/COM; LADN.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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