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Drumbeat Of SodaStream’s Eco-Message Is Causing Some Headaches

July 18, 2017: 12:00 AM EST
Israel-based SodaStream, maker of soda water machines, says it is making bottled water giants Coca-Cola and Nestlé Waters nervous. The company spends four times more on advertising than research as it relentlessly pushes its “make a difference to the world” theme contrasting the eco-friendly soda machine with the environmentally harmful plastic beverage bottle. In a recent interview, CEO Daniel Birnbaum said making money and enriching investors are only incidental to the main goal: making the “world a better place by eliminating plastic bottles.” Sparking water has overtaken other soft drinks in sales and the market expects annual growth of three percent through 2020. [ Image credit: © SodaStream   ]
Leonie Roderick , "SodaStream CEO on why marketing is key as it aims for ‘cult’ brand status", Marketing Week, July 18, 2017, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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