SodaStream, a part of PepsiCo, Purchase, N.Y., is releasing a limited-edition For the Love of Tomorrow kit featuring rainbow reusable items as a way to honor Pride Month this June during COVID-19.
When purchasing this kit, consumers will give back twice. First when 100 percent of the profits are donated to The International Lesbian, Gay, Bisexual, Trans and Intersex Association, a worldwide federation of more than 1,600 organizations from more than 150 countries and territories campaigning for lesbian, gay, bisexual, trans and intersex human rights. They give back a second time to the planet as by going reusable they will avoid single-use plastic waste.
"We at SodaStream are proud to celebrate Pride," said Matt Kahn, chief marketing officer for the U.S. at SodaStream, in a statement. "We are committed to supporting the LGBTIQ community and even more so this year when their public events are cancelled. Our company mission is to leave a better world for our children."
SodaStream has been supporting Pride across the world for many years. Last year the brand released an emotional video featuring same-sex couples throughout time with the message "what if we never had to hide." The star of this video was a strong, transgender woman from the Bedouin village of Rahat where the company's global factory is located. SodaStream also took part in the Amsterdam 2019 Pride in partnership with ILGA World. The company had its own float at the parade, which was featured last as it also served to clean the canal waters of all the waste from the celebrations.
The 2020 "For the Love of Tomorrow" kit includes SodaStream's newest 0.5-liter reusable bottle (dishwasher safe), a reusable bag and a reusable straw in bright Pride colors. The kit itself also is made of recycled carton.
The limited-edition kits are sold exclusively online (in the United States, Canada and Germany) for $24.99 and all proceeds will be donated to ILGA World.