SodaStream says it won't be swayed by a "cease and desist" letter from the International Bottled Water Association (IBWA) over its latest video campaign.
SodaStream's “Shame or Glory” campaign includes a feature length 3-minute video and an integrated social campaign, and it has been viewed more than 20 million times since its launch a week ago.
It parodies Game of Thrones' walk of shame scene, and stars actors Thor ‘The Mountain’ Bjornsson and Hannah Waddingham. The clip features a runner on a film set who is shamed for picking up several bottles of water from the supermarket for Bjornsson.
SodaStream CEO, Daniel Birnbaum said: “We will not let the IBWA’s threats stop us from trying to save the planet."
“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,” he said.
SodaStream says it conducted local research to coincide with launch of the campaign video found that 56 per cent of Australians have made no attempt to reduce their consumption of plastic, while half (49%) of Australians said failing to recycle plastic bottles made them feel guilty.
