SODASTREAM BLASTS PEPSICO FOR PLASTIC BOTTLE POLLUTION AS BRAND LAUNCHES ‘LIFEWTR’ — Multi-Million Dollar Super Bowl Ad Ignores Growing Threats to the Environment

MOUNT LAUREL, N.J. (February 6, 2017) — SodaStream International Ltd. (NASDAQ: SODA) CEO Daniel Birnbaum continued his war on plastic bottle polluters by denouncing PepsiCo following its Super Bowl advertisement for its new bottled water, LIFEWTR.

"Shame on PepsiCo," said SodaStream CEO Daniel Birnbaum. "I'll say it till I'm blue in the face: the bottled water industry is the biggest marketing scam of all time. Like about half of the bottled water in America, including Smartwater and Dasani, PepsiCo's new water brand comes mostly from the same municipal water sources as tap water. The truth is that consumers can get water without the bottle and for a fraction of the price. This bottled water industry is one of the biggest threats to the safety of our planet, with more than 100 million plastic bottles trashed every day in the U.S. alone. When lined up, that’s enough to circle the entire globe—every day. Enough is enough. It's time for industry leaders to take bold steps to reduce this hazard rather than increase it."

SodaStream is not new to Super Bowl advertisement controversy, having faced opposition in 2013 and 2014 for its own Super Bowl ads featuring Scarlett Johansson. Super Bowl ad spots cost approximately $5 million.


About SodaStream

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


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Contact: Stephanie Goldman/Jeff Monford

The Pollack PR Marketing Group