SodaStream’s new environmental campaign pokes fun at Coke’s classic 1972 “Hilltop” ad.
SodaStream has launched a new campaign that calls for consumers to stop using single-use plastics.
The release of the new spot comes at an interesting time given the company is set to become part of Coke competitor PepsiCo as part of a $3.2 billion acquisition expected to conclude in January.
Pictured atop a hill of plastic waste, the ad depicts a choir of diverse cast and marine animals injured by plastic parts singing for an “Ocean of Change”.
It features the singing talents ofSir Rod Stewart as an animated sea turtle and brand ambassador Thor “The Mountain” Bjornsson.
It even has a corporate boardroom scene where mostly white male executives are shown laughing about selling four billion bottles of water, labelled with the brand name “Litter”.
Created in-house by SodaStream, the ad aims to raise awareness of the global damage of single-use plastics and encourage consumers and corporations to take action and switch to reusable packaging.
“Plastic has become a pandemic threat with its impact upon human health still unknown, but with devastating environmental consequences to our oceans and marine life,” said SodaStream CEO Daniel Birnbaum.
“While one reusable SodaStream bottle can save thousands of single-use plastic bottles, the world needs to change more than just its drinking habits to combat the global pollution hazard. We should all do our best to shift away from single-use plastic including straws, cups, bags and bottles,” continued Birnbaum.
“SodaStream hopes that this campaign will encourage many to make the change. It’s in our hands.”
The campaign has been launched together with the website www.FightPlastic.com, where SodaStream encourages consumers to take a stand against single-use plastic.
