In the IBWA letter to SodaStream, the IBWA implies that bottled water is safer than tap water. In fact, U.S. tap water is considered amongst the safest and cleanest on earth. Thanks to the Safe Drinking Water Act of 1974 and subsequent amendments, as well as the on-going work of the EPA's Office of Water, nearly all Americans have access to fresh, clean water straight from the tap. The IBWA's implications seem designed to undermine the confidence that Americans have in their existing regulations, the work of the EPA and the efforts of the Office of Water. This baseless fear mongering in order to boost corporate profits feels cruel and misleading to consumers.
"We will not let the IBWA's threats stop us from trying to save the planet," said Daniel Birnbaum, Chief Executive Officer of SodaStream. "The IBWA, a front for major plastic manufactures like Nestlé -- the world's largest producer of bottled water -- is nothing more than an elite group of like-minded corporate sponsors who prioritize their own profits over the care of our planet. I don't know what's more offensive: The notion that a huge corporate organization thinks it can silence a small company or that the message they want gagged is that plastic bottles represent a real threat to the environment. This profiteering group, whose financial gains are a direct result of the two hundred million plastic water bottles their industry makes every day, wants to silence us from telling the truth. Even more disturbingly, the IBWA want to convince consumers that there is something wrong with the high-quality, delicious tap water that is available in most homes in America. The documented and real threat we face is from single-use plastic bottles. If anyone is trying to mislead consumers it is the IBWA, not SodaStream in its campaign. So, no. We will not be gagged and we will not be silenced."
SodaStream's "Shame or Glory" campaign includes a feature length 3-minute video and an integrated social campaign. The video, which has been viewed more than 20 million times since its launch a week ago, features a production assistant on a mission to buy sparkling water from a local supermarket. He is pursued by Hannah Waddingham as Game of Thrones character Septa Unella, who rings the bell of shame and repeatedly shouts "shame" at the assistant. When the assistant finally reaches the set, fellow Game of Thrones actor Thor Bjornsson explains the benefits of using a SodaStream machine and fresh, local tap water instead of the shameful habit of using and throwing away plastic water bottles. The refillable SodaStream carbonating cylinder makes up to 60 liters of delicious sparkling water, replacing 120 single-use plastic bottles.
SodaStream is the world's leading manufacturer and distributor of sparkling water makers. It operates in 45 countries, and its products are available in more than 70,000 retail stores on five continents. SodaStream enables 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 love their 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 Facebook, Twitter, Pinterest, Instagram and YouTube, and visit www.sodastream.com.
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/sodastream-rejects-gag-order-by-the-international-bottled-water-association-300367748.html
SOURCE SodaStream International Ltd.