MEDIA STATEMENT 13 JULY 2012
Message in a Bottle
SodaStream is launching a social movement to create an annual ‘Unbottle the World’ day on July 16, aimed at rallying
support against the dangers of plastic bottle pollution.
‘Unbottle The World’ day will be brought to life with the unveiling of 20 new Cage exhibits around the world. The
movement will also call on the UN to establish a ‘Bottle-Free Day’ as an international observance to help bring
awareness to the dangers caused by plastic bottles.
This follows a recent dispute between SodaStream and Coca-Cola about an environmental exhibit – The Cage – created by
SodaStream to highlight the amount of plastic bottles and cans that an average family throws away. The contents used in
the Cage exhibits are cleaned up from beaches, public places and trash sites.
Coca-Cola sent a cease-and-desist letter to SodaStream demanding the removal of their products from the exhibit.
SodaStream refused to comply, noting that if Coca-Cola claimed ownership rights to the discarded bottles, they should
take responsibility for them and clean them up.
A virtual ‘Cage Challenge’ was created on Facebook (click here
), which has already attracted over 130,000 fans from 46 countries. Fans can send a virtual “message in a bottle” to Coca-Cola
, and for each message sent a real used bottle will be collected from landfill and literally sent back to Coca-Cola.