"The massive reach of this campaign will help spread this message, beginning with over 100 million viewers on Super Bowl Sunday, and will include follow-up commercials and other integrated marketing activities. Our commitment to invest in the Super Bowl is in line with our broader efforts to significantly increase our market penetration in the U.S. and globally." Gerard Meyer, president of SodaStream USA, a subsidiary of SodaStream International, added: "Last year alone, American consumers used over 180 billion soft drink packages, recycling only 29 percent of plastic bottles according to [Environmental Protection Agency] (EPA) research. We expect the ad will inspire a life-changing moment for consumers, making them realize they have the power to enjoy their bubbles exactly how they want it without the hassle of carrying, storing and disposing all of those bottles and cans ever again." SodaStream's Super Bowl ad is scheduled to air during the fourth quarter of the game.