In 2013 SodaStream was undergoing a transformation from a 100+-year-old carbonated water-making machine company into a self-described “stylish rebel,” whose ambition was to redefine the $250 billion carbonated soft drink industry. With rumors spreading that PepsiCo or Coca Cola might pursue an acquisition of SodaStream, the case (which includes interviews with CEO Daniel Birnbaum and examples of past marketing campaigns) asks students to consider what management's next steps should be.

Case id: 140501