5 bucks in eps this year will be spent on TV ad's... 100M bucks out of my est of 610M in rev. Next year this % will come down. No other company I can find is spending this type of % on tv ad's and promotion. But it does show you how much free cash they are producing but buying tv ad's.
This is why SDOA will not miss earnings anytime soon.
They can hit any short term earnings they want by cutting out some advertizsing. When the product is more established and Advertising shrinks--EPS is going to DOUBLE. IF nothing else, the percent relative to sales should drop off as sales increase-- resulting in higher margins.
It's on their (SODA) corporate website.
March 6, 2013: Listen & View the slideshow as Daniel Birnbaum, CEO of SodaStream, presents at the Deutsche Bank Consumer, Retail, Gaming & Lodging Conference (9:20am ET)
I don't think they could have picked a more obscure energy drink partner if they tried.
I went to their website when the deal was announced because I never heard of them and used their Store Locator link and found that their product is available in only 3 stores within 25 miles of my zip code. And all 3 stores were vitamin stores. And I live just outside of a metro area.