Published: 3rd Feb 2022
SodaStream is a unique brand remembered – and used – by millions. The concept – carbonation machines so consumers can make their own fizzy drinks at home – took off since it was launched in the early 1900s, and has been a staple for thirsty people throughout the world. Its slogan “Get Busy with the Fizzy” was used for years, and proved so popular some of you out there in Modelling Land will undoubtedly still recall the catchy jingle.
The second icon is one of the greatest films ever made – certainly one of the most loved. We’re talking about 1985’s Back to the Future, where teenager Marty McFly is accidentally sent back to 1955. Sound familiar? Not in real life, we hope!
So how did your favourite modelling agency become involved in this eye-raising promotion? It’s a good question with a very simple answer. Top London & New York PR agency Good Relations was assigned with launching the UK’s arrival of Pepsi-flavoured SodaStream, and they wisely chose their promotion around 21st October. Why this date? Well, film aficionados will know this to be “Back to the Future Day”, because that was the date set in the sequel when Marty and co travelled in the famous DeLorean time machine. The exact day celebrated globally was 21st October 2015 (an accurate nod to the sequel), but for the promotion the year was irrelevant. As Marty said in the sequel, “Hey guys…all I want is a Pepsi!”
With the campaign’s background and film lesson out of the way, let’s go back (to the future) with the original question. Why did a notable PR agency approach Models Direct to help them with a campaign involving two of the biggest cultural brands? Well, they needed a model to recreate the diner scene in the first film, and who else would have the perfect fit for them?
This assignment can be added to a string of other high profile jobs, and we’re proud that industry leaders consistently choose us as their go-to commercial modelling agency. We do have the talent and the booking team to make magic happen, after all!
To re-enact the diner scene, Good Relations need one male. We put forward some of the best-fits, and Madders was the chosen one. Well done to him!
The scene depicted bully Biff in his red shirt, and Marty, of course, in his trademark orange body warmer. It was an overwhelming success, with thousands of households making their own Pepsi at the touch of a button.
It brought back fond memories of Marty’s cinematic scene in the original, where our hero orders a drink from the diner owner:
Marty: Give me a Pepsi Free.
Owner: You want a Pepsi, pal, you’re gonna pay for it!
Classic!
More coverage of this sparkling modelling assignment can be viewed below:
Another marketing titbit that readers may find interesting is that last year on 21st October last year at 10.04pm (the exact time lightning struck the clock tower in the film), the price of SodaStream’s carbonated machines was reduced to £19.55 to honour the year 1955. The result? The SodaStream machines sold out in under five minutes! Now that’s a cracking piece of marketing, and we were involved in their success. Job done!
There’s a line from the films that we’ll end on, which will ring true to a lot of you: “If you put your mind to it, you can accomplish anything.”
