SodaStream launches its 2022 Earth Day campaign featuring David Hasselhoff

SodaStream has today launched its 2022 Earth Day campaign featuring Baywatch star David Hasselhoff.

The campaign will run throughout April, in line with Earth Month – across digital, as well as across socials (Facebook, Instagram and YouTube). The campaign was by creative agency Jiminy Creative, local media agency, Mindshare, and PR was facilitated by Thrive PR.

As part of SodaStream’s long-time mission to reduce single-use plastic waste and reducing ocean pollution, SodaStream has partnered with SEE Turtles, an NGO that protects sea turtles worldwide.

Sea turtles are critical species in the oceans and without them, the natural biodiversity in the ocean may be disrupted. Through this initiative, SodaStream commits to saving a baby sea turtle for every SodaStream sparkling water maker sold worldwide during the month of April1.

In the last 40 years in Australia, data from WIRES shows the country has seen a 91% decline of our most common species of turtles2. Without intervention, the combined impacts of invasive predators, road mortality, habitat destruction, degraded water quality, droughts and bushfires, will see most Australian turtle species plummeting towards extinction.

Six out of seven of the world’s sea turtles species are found in Australian waters with all of those listed as vulnerable to extinction or endangered. The six species occurring in Australia are: Green sea turtle, Hawksbill sea turtle, Loggerhead sea turtle, Flatback sea turtle, Olive ridley sea turtle, Leatherback sea turtle.

SodaStream global CMO, Karin Schifter-Maor, said: “As part of SodaStream’s environmental responsibility and obligation to the planet, we are always looking for ways to do better. This year we took another step in this direction with our biggest Earth Day campaign to date, which will last for the entire month of April, so at SodaStream we are actually celebrating “Earth Month”. 

With this 360° campaign, we are engaging people to not only keep the oceans clean from single-use plastic waste, but also giving them the opportunity to save endangered baby sea turtles around the world.

Sodastream Earth Month ambassador, David Hasselhoff, said: “I am honored to work with SodaStream on their commitment to protecting the environment by calling attention to the threat to sea turtles and our beaches. This is a cause that I deeply believe in. I hope that we will raise worldwide attention about this urgent issue.

“I am thrilled to be part of this wonderful initiative. SodaStream Rocks! SodaStream’s Earth Day Campaign will be crucial in helping to address world attention about the importance of ensuring the survival of the globe. Each of us needs to do our part in contributing to a sustainable world. Our individual contributions will help to collectively add-up to building a strong foundation to reverse the looming threat. Silence is not an option”.

In Australia, in addition to its long-term partnership with Clean Up Australia, this year Sodastream is proud to extend its local support to animal rescue organisation Wildlife Information Rescue and Education Service (WIRES) to protect the natural environment. Later this year as part of a new program soon to be launched, funds from SodaStream Australia will go to WIRES for its education, rescuing and rehabilitation programs.

This month, SodaStream, also released an Australian first with the launch of its new sparkling water maker. “DUO” is SodaStream’s first sparkling water-maker to be compatible for both glass and reusable plastic SodaStream bottles, enabling convenient usage indoors and outdoors.

“DUO” is the first of SodaStream’s next generation of innovation in Australia, which will be unveiled in full later this year. SodaStream’s sparkling water-makers are taking the brand’s sustainability mission from inside the household to the great outdoors.

SodaStream Australia managing director, Laura Wilson, said: “With the launch of our next generation sparkling water maker, we are proud to offer sparkling water users with a solution tailored to their everyday needs. Now with the DUO, they can enjoy fresh sparkling water everywhere and prevent even more single-use plastic bottles from being wasted.

“The DUO sparkling water maker represents the first step in a year of significant innovation and technological advancement for SodaStream Australia. We prioritise usability and sustainability for all users, the DUO highlights this in its duality and dynamic uses. This sparkling water maker is a celebration of the growth and popularity of SodaStream in Australia.”



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