SodaStream takes a royal initiative
Sparkling water brand pairs with plastic-free charity
SodaStream International Ltd., Airport City, Israel, created limited-edition bottle “hats” to coincide with the celebration of the May 19 Royal couple’s wedding.
The sparkling water brand will auction off the hats as a donation to the plastic-free charity Surfers Against Sewage, a charity chosen by Prince Harry and Meghan Markle, that focuses on eliminating single-use plastic from the world, the company says.
The set of miniature hats was created using 3-D printing and is 100 percent recyclable. Each of the five exclusive hat designs is inspired by an iconic look previously sported by female royals, it adds.
The concept was imagined by Israeli innovation agency, Gefen Team and jointly developed with SodaStream’s global marketing team, the companies said.
“Tackling ocean plastic pollution should be a top priority for governments, brands and people,” said Hugo Tagholm, chief executive officer of Surfers Against Sewage, in a statement. “SodaStream’s commitment to eliminate plastic and promote reusable bottles is a great step in the right direction towards plastic free coastlines and sends a strong message to the industry. This fun and quirky project to celebrate the royal wedding further highlights the importance of stopping the single-use plastic epidemic.”
Daniel Birnbaum, chief executive officer of SodaStream added: “I take my hat off to the royal couple and wish them the best in their marriage. I applaud them for embracing the cause of creating a plastic bottle-free world and choosing Surfers Against Sewage as one of their official charities. I hope others will be inspired and join the cause.”