MOUNT LAUREL, N.J., April 5, 2017 /PRNewswire/ -- 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 already 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.
"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," said SodaStream CEO Daniel Birnbaum. "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 600 Palestinians who had worked in peace and harmony alongside Christian, Jewish and Muslim Bedouin workers in the SodaStream factory. 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.
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.
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/sodastream-blasts-pepsi-for-its-second-tone-deaf-initiative-of-2017-300435414.html