Another celebrity campaign takes aim at bottled beverages

Erin Oconnor launches Sodastreams World

SodaStream sells drinks makers that enable consumers to make soft drinks from municipal tap water. The company says, each of the single 500ml containers of SodaStream concentrate produces 12 liters of soft drink and each of these can replace 24 500ml PET bottles. The co. also is launching a limited edition green-and-white drinks maker in specially designed packaging to highlight its campaign messages. Each purchase will be matched by a donation from SodaStream to The Water Project, which helps to make clean drinking water available to deprived communities in Africa.

SodaStream says, O'Conner's involvement follows new research out that reveal that 63percent of British adults do not know how the 13.1 billion* plastic bottles - over 500 per household - used annually by UK households could damage the environment. The co. also remarks that Brits hugely underestimate the amount of bottle waste they generate; with 42 percent of adults believing they use between one to five bottles a week in their households when the actual figure is double that.

The campaign is being announced as a part of the model's new drive to educate consumers on the benefits of 'precycling', the practice of trying to reduce waste before recycling is necessary in the first place as according to SodaStream's research 43 percent of consumers recycle less than half of their plastic bottle waste.

SodaStream also released a comment from O'Conner damning the environmental effects of plastic bottles: "We take plastic bottles for granted in our everyday lives but it's easy to forget that plastic bottle overuse and wastage can clog up our landfill sites, seep toxic chemicals into the ground and take thousands of years to decompose," she remarks. "By precycling you can help tackle the problem by avoiding plastic in the first place."

The same release included the following comment from Fiona Hope, managing director of SodaStream UK: "With so many environmental issues competing for the public's attention, bottle waste often gets forgotten. Yet reducing the casual use of plastic bottles is one of the easiest, most impactful we can do for the environment."

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