SodaStream
The brief
Create and execute a creatief PR strategy and concept around SodaStream’s participation in the Amsterdam Pride week (as the last boot in the canal pride, SodaStream would clean sweep the canals of plastic waste). A strategy that communicates SodaStream’s core values; sustainability and equality.
The idea
SodaStream’s products offers an alternative to plastic drinking bottles for a more sustainable future. Therefore the brands fight for sustainability and against single use plastic is relatively known to the consumer. However, what many people don’t know is that SodaStream makes a major effort for world equality. No matter race, sex or sexual preference. We thought it was key to merge these two core values in one clear brand message. ‘For love of tomorrow’ did just that. We found several strong lovely couples (gay, lesbian, straight, it didn’t matter) who had to overcome unbelievable obstacles and where together despite their differences. We asked them to share their story and invited them the Canal Pride as our special guest. We also created a special organic pride scarf that could be cut in half, and shared with a loved one. You could buy this scarf in combination with SodaStream’s My Only Bottle (reusable single use plastic united) as the perfect Pride Starter Kit. €1 of every kit sold was donated to the International International Lesbian, Gay, Bisexual, Trans and Intersex association
My contribution to a team effort
Brand mission / / PR strategy / Creative PR concept / Creative production
