SodaStream Rejects Gag Order by the International Bottled Water Association
SodaStream CEO Says They Will Continue to Fight Against the Shameful Use of Polluting Plastic Bottles
SodaStream International Ltd. (NASDAQ: SODA), the No. 1 sparkling water brand in the world, is going on the offensive following a cease and desist letter from
Joseph K. Doss the President and General Counsel of the International Bottled Water Association (IBWA) and long-time
Washington D.C. insider. The letter demands that SodaStream cease airing its disruptive new video campaign, “Shame or
Glory,” in which the brand advocates using fresh, local tap water to make sparkling water at home over the use of
single-use plastic bottles. See the video at: http://www.heavybubbles.com/shameorglory/index.html.
The hazard of the plastic bottle industry to our environment is well established. In the US alone, the recycling rate of
plastic beverage bottles is only 37%, meaning that 52 billion plastic bottles end up in landfills, parks or oceans every
year. The affect to marine life is particularly concerning. Since 1988, ocean conservationists have warned about the
so-called “Great Pacific Garbage Patch,” a floating island the size of Texas thought to be comprised of improperly
disposed plastic waste. According to a report by Greenpeace entitled “Plastic Debris in the World’s Oceans,” more than
267 different species of seabirds, turtles, seals, sea lions, whales and fish have been documented as casualties of
plastic ingestion or entanglement.
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.
New Zealand is lucky to also enjoy fantastic water quality. According to a New Zealand Ministry of Health report
released in 2016, 96.8% of the New Zealand population enjoy a tap water supply that meets all bacteriological standards.
“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.
About SodaStream
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, and visit www.sodastream.co.nz