SodaStream launches new campaign for world recognition of new continent

Sodastream has created a digital campaign to raise awareness of a garbage island in the Pacific Ocean and promote its product as the environmentally friendly alternative to bottled soft drinks.

The organisation has launched a website and online petition for ‘The Secret Continent’ campaign that calls for the pile of waste, that is double the size of Texas, to be recognised as the world’s eighth largest continent by world leaders.

A video on the site ironically depicts the island as a holiday resort and introduces a new range of species, such as ‘Plastic Phish,’ ‘Common Piranha-Cola’ and ‘Longneck Tube’.

The organisation, which had its Superbowl commercial banned for the last two years for targeting Coke and Pepsi, has teamed up with Earth Day Network and global ambassador Scarlett Johansson to promote the campaign.

“I am honoured to be a part of a project that is powered by such noble intentions and goals. The Secret Continent inspires people to change the way they live. Products like SodaStream aid in the reduction of our carbon footprint, a feat that is vital to preserving the planet for our children,” she said.

The Hollywood actress was recently criticised for ending her 8 year relationship with Oxfam after the human rights organisation questioned her decision to work for SodaStream, which has a factory operating in an Israeli-occupied West Bank settlement.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.