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MOUNT LAUREL, N.J. (April 5, 2017) — SodaStream is calling out PepsiCo for its second tone-deaf marketing scheme of 2017: a recent ad starring Kendall Jenner. The spot launched today and is alread inciting social-media outrage for making light of political protests and appearing to appropriate the Black Lives Matter movement to sell soda. In the ad, Jenner’s calm offer of a can of soda to a police officer seems to mimic a now-iconic photo of Ieshia Evans, a demonstrator who was detained by law enforcement while protesting the shooting death of Alton Sterling at the hands of police.
"Shame on PepsiCo!" said SodaStream CEO Daniel Birnbaum. "Clearly the soda and bottled-water industry will stop at nothing to sell products—even making light of harsh realities, fears and prejudices that citizens face every day. Wasn't their Super Bowl launch of yet another bottled water product enough? Now, in addition to polluting our oceans with plastic, they're using recent protests against police brutality to sell cans of soda? I say to Pepsi CEO Indra Nooyi - you’re better than this. You know it and the world knows it."
In contrast to the Pepsi video, Birnbaum pointed to SodaStream’s own 2016 video, "Island of Peace." The video was social action in itself and went viral instantly. The video was produced by SodaStream in February 2016 to advocate on behalf of 74 Palestinians who had worked in peace and harmony alongside Christian, Jewish and Muslim Bedouin workers in the SodaStream factory, located in the middle of the Negev desert. When the permits weren’t granted, the Palestinian workers couldn't cross the border to go to work. SodaStream's more recent campaigns have focused on the relentless onslaught of plastic pollutions from bottled water manufacturers like Pepsi and others. In its April Fool's campaign of 2017, SodaStream collaborated with Paris Hilton to drive awareness of plastic bottle pollution.
To start a global conversation around real social action, SodaStream has issued a challenge to Pepsi-drinkers: Snap a selfie and post it to social media. Include a comment stating what "real social action" means to you, and use #ActionisReal. With this challenge, SodaStream hopes to encourage dialogue and promote meaningful conversation.
The SodaStream offer is available only to residents of the contiguous USA age 18 or older who upload the photo of themselves to SodaStream’s Facebook or Instagram accounts. Limit one free SodaStream per selfie and limited to the first 50 eligible applicants. Each promo code is redeemable only once against the purchase of one SodaStream Fizzi sparkling water maker from www.sodastreamusa.com/sodastreamblastspepsi.aspx. Applicants pay only for shipping and handling. The promo code may be used only by the person to whom it was emailed by SodaStream, and it must be redeemed within 10 (ten) days of issue or it will expire and will not be replaced. The promo code may not be used with any other code or promotion, although other SodaStream products may be purchased at their currently advertised price at the same time. Orders from the www.sodastreamusa.com website will be delivered only to a geographic address with the contiguous USA.
SodaStream is the world's leading manufacturer and distributor of sparkling water makers, which enable consumers to easily transform ordinary tap water into sparkling water and flavored sparkling water in seconds. By making ordinary water more exciting and fun to drink, SodaStream helps consumers drink more water. Sparkling water makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks. The products promote health and wellness, are environmentally friendly, cost effective, and are customizable and fun to use. Products are available at more than 70,000 retail stores across 45 countries. To learn more about how SodaStream makes water exciting and follow SodaStream on Facebook, Twitter, Pinterest, Instagram and YouTube, visit www.sodastream.com.
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The Pollack PR Marketing Group