BRUSSELS, Oct. 23, 2017 /PRNewswire/ -- SodaStream
International Ltd. (Nasdaq: SODA), the world's number-one sparkling
water brand, won the 2017 European Effie marketing award in the
Carpe Diem category for its disruptive, viral "Shame or Glory"
campaign. The prestigious marketing competition recognized
SodaStream's effective marketing communications in advocating for a
world free of disposable plastic bottles. The Euro Effies
competition attracts thousands of entries from all over the world
each year and provides the premier showcase for the best that
marketing has to offer.
SodaStream won for demonstrating insight and creativity,
crafting unexpected and unconventional moments amplified through PR
and digital activations. The Shame or Glory campaign features Game
of Thrones stars Thor Bjornson, aka the Mountain, and Hannah Waddingham, aka Septa Unella, and
encourages consumers to use fresh tap water instead of polluting
disposable plastic bottles. The campaign, created by Allenby
Concept House, gained more than 100 million views and received huge
media coverage in over 50 countries. Lately SodaStream global
marketing activities have been recognized with a host of
international awards, including the Golden
Drum Award, the PR Daily Campaign of the Year award and the
Gold Sabre prize.
Watch the award winning campaign:
https://www.youtube.com/watch?v=S_EuNmQOpbw
The Shame or Glory campaign sparked an immediate global debate
about the hazardous use of disposable plastic bottles and the
devastation they cause. Soon after its release, SodaStream was
attacked by several bottled water industry front groups—led by
Nestle Waters—that sent cease-and-desist letters demanding the
campaign's immediate termination. What's more, the Belgium Bottled
Water Association filed a suit in the Commercial Court in
Brussels claiming that the
campaign denigrated the bottled water industry and was misleading.
SodaStream declared that it would not be silenced and would
continue to fight for a plastic-bottle-free world. A few days ago
the Commercial Court decision, from July
26 and declaring the claim not admissible, became final.
"This award belongs to millions of consumers who have already
joined the SodaStream revolution by saying 'NO' to bottled water
and 'YES' to making fresh sparkling water," said Matti Yahav, SodaStream's VP of global
marketing. "The bottle water giants are trying to shut us up, but
we will not be intimidated and will continue to fight against the
enormous environmental damage caused by disposable plastic
bottles."
Speaking about the campaign win, Maayan
Nave, SodaStream's head of global communications, said, "We
are honored to receive the Effie award for excellence in PR and
digital strategy and execution. Consumers are embracing SodaStream
as an environmental brand of choice, and they trust us to continue
our mission to save the planet from plastic bottle waste."
About SodaStream
SodaStream is the world's leading
manufacturer and distributor of Sparkling Water Makers, operating
in 45 countries and available in more than 80,000 retail stores on
five continents. SodaStream enables consumers to easily transform
ordinary tap water into sparkling water and flavoured sparkling
water in seconds. By making ordinary water more exciting and fun to
drink, SodaStream helps consumers drink more water. SodaStream
sparkling water makers offer a highly differentiated and innovative
alternative to consumers wanting to reduce bottled and canned
carbonated soft drinks. SodaStream products promote health and
wellness, are environmentally friendly and cost effective, and are
customizable and fun to use. To learn more about how
SodaStream makes water exciting, follow SodaStream on Twitter,
Pinterest, Instagram and YouTube, and visit
www.sodastream.com.
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SOURCE SodaStream International Ltd.