Media Statement 26 June 2012
Sodastream Virtually Defies Coke’s Demands
Sodastream moves the battleground online with the launch of the ‘Cage Challenge’ on Facebook
Following attempts by Coca-Cola to shut down its environmental Cage exhibit, SodaStream has created a virtual ‘Cage
Challenge’ on Facebook, where visitors around the world can post pictures of used bottles and cans to highlight their
devastating impact on the environment.
According to SodaStream CEO, Daniel Birnbaum, one billion bottles and cans are added to the world’s parks, rivers,
oceans and landfills every day. Chris Bremner, of SodaStream NZ, says that the ‘Cage Challenge’ page will encourage
people from all over the world to recognise the catastrophic impact of discarded bottles and cans, and to make an effort
to minimise it.
“New Zealanders like to think of themselves as clean and green, but the average Kiwi family still uses over 2000 plastic
bottles in just three years,” says Bremner.
“Considering one bottle takes 450 years to decompose, the global dumping of plastic bottles is extremely serious. If the
‘Cage Challenge’ Facebook page will help people to reconsider the number of plastic bottles and cans they chew through,
the world will be a cleaner place!”
The defiant Facebook page was created in response to a cease-and-desist letter that Coca-Cola South Africa issued
SodaStream, demanding that bottles and cans with Coca-Cola Company branding be removed from the actual Cage exhibit in
Johannesburg Airport.
Please visit http://www.facebook.com/TheCageChallenge to learn more.
ENDS