SodaStream: Floating Island of Piece

SodaStream 2020

We captured SodaStream’s thrive for equality and a single-use plastic free world in one clear brand message and PR activation, reaching millions.

Brief 

Come up with a PR strategy and creative concept to activate SodaStream’s core values - equality and sustainability - during Pride day. SodaStream is one of the selected boats to participate in the Parade. Challenge: focus on credibility and relevance to stand out in the competition. 

Insight

Differences shouldn’t limit us, but make us stronger. SodaStream is the living proof with its factory in Israel, ‘The Island of Peace’, a unique workplace where people with different backgrounds work together successfully and in great harmony. Whether they are Palestinians, Israeli or people with different religions, gender identifications or sexual preferences. 

Concept 

For the love of tomorrow. SodaStream proudly introduced its boat: ‘Floating Island of Peace’. On board were love couples with different backgrounds symbolising that our differences make us stronger and even more sustainable. As the last boat of the Parade, the couples left a positive footprint while successfully removing plastic from the water.

  • Stay Hydrated Pride Kit: a must-have Starter Kit for every Pride. And a tribute to the LGBTQ community, containing a SodaStream bottle and a rainbow support scarf. The bottle to keep just for yourself, the scarf designed for sharing with your loved one.  

  • An integrated campaign consisting of earned media supported by paid, social and owned media, brought the activation to live. 

  • In order to announce the Pride activation we developed content and several paid ads for SodaStream’s social channels and print media.   

  • Native advertising: in collaboration with our media partner Vice we invited and selected the love couples to be on board. Directly after Pride Vice published a full report of Pride day. 

Results 

‘For the Love of Tomorrow’ has become de tagline for SodaStream worldwide. With the PR-activation we have generated over 90 earned publications with a total reach of 19 million impressions.

Services

  • Purpose 

  • LGBTQ Strategy

  • Creative concept

  • Experiential marketing 

  • Earned, owned, paid & social media

  • Native advertising 

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