SodaStream to launch 2022 Earth Day campaign urging people to give up single-use plastic

SodaStream, the world’s leading sparkling water maker brand, is taking its commitment to looking after the planet even further this year, by celebrating Earth day throughout the entire month of April, pledging to save a million baby sea-turtles from plastic pollution in the oceans.

In doing so, SodaSteam has partnered with legendary Baywatch star David Hasselhoff to launch its environmental campaign video.

The humorous video embodies SodaStream’s playful tone of voice and in it, The Hoff reprises his iconic role as a lifeguard playing tribute to the popular Baywatch series. But this time, rather than saving beachgoers from the water, he is saving turtles from the plastic pollution that litters the beach and showing consumers how they can help too.

Reflecting the theme of the video, SodaStream has pledged to save at least a million baby sea turtles throughout April, in partnership with SEE Turtles, a charity that works to protect sea turtles worldwide. Sea turtles are a key species in the oceans and without them, the natural ecosystem may be disrupted. Through this initiative, SodaStream is committing* to save a baby sea turtle for every SodaStream sparkling water maker sold worldwide during the month of April.

Furthermore, as part of the brand’s longtime commitment to rid the world of single-use plastic and stop it from ending up in the sea, Sodastream is standing by its promise from Earth Day 2021 to save 78 billion single-use plastic bottles by 2025.

Commenting on his part in the campaign, David Hasselhoff said, “I am honoured to work with SodaStream in their commitment to protect 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.”

“As part of SodaStream’s environmental responsibility and obligation to the planet, we are always looking for ways to do better”, commented SodaStream’s Global CMO, Karin Schifter-Maor. “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.”

“SEE Turtles is thrilled to be working with SodaStream to save baby sea turtles around the world and encourage less plastic waste”, mentioned SEE Turtle’s CEO, Brad Nahill. “Through our Billion Baby Turtles program, these funds will help community-based conservation programs at more than 20 important nesting beaches in 16 countries.”

To support the campaign, SodaStream will also launch a one-of-a-kind AR experience, which allows users to save their own personalised virtual baby sea turtle and help it reach the ocean safely. David Hasselhoff will be the first to take part in this unique encounter.

SodaStream is also encouraging its employees all around the globe to further their personal commitment to the planet by providing opportunities to volunteer, educate, and promote sustainable values to younger generations.

The entire SodaStream Spirit range has been certified as reducing carbon by the Carbon Trust, demonstrating SodaStream’s continued commitment to the environment and sustainability and allowing the brand to identify key areas in its products’ value chain where it can take action and reduce its overall carbon footprint.

SodaStream’s sparkling water makers help consumers make even more sustainable choices from their own home. The popular Spirit machine is available for £99.99 in a range of colourways, including white, black, green and blue from the SodaStream website, and a variety or SodaStream machines are available from Sainsbury’s, Asda, Currys, Robert Dyas, Ryman, Lakeland, Argos and John Lewis.