SodaStream's environmental marketing takes on plastic bottles

06/16/2013 | MediaPost Communications

Personal beverage carbonation system SodaStream is using its international advertising campaigns to support the environmental group 5 Gyres, calling for a tax and eventual ban on plastic bottles in Belgium. The company has replaced Coca-Cola as the official beverage of the American Pavilion of the Cannes Film Festival, where it will raise money for 5 Gyres. "It's about the bottle; we are not trying to denigrate competitors," said SodaStream Chief Marketing Officer Ilan Nacasch.

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