With summer holidays in full swing, the Sceptic Tank has noticed we are more and more often interviewing businessmen who are no longer sitting primly at their desks, but seem to be at home, responsible for what sounds like ten children who are all pulling at their t-shirts and shouting for attention.
As we chortle our forgiveness to the apologetic exec who tells their infant that "daddy's on the phone", we can't help but hark back to the Sceptic Tank's own school vacays. These were spent climbing trees and, of course, turning water into flavoured carbonated drinks, with the genius invention that is Sodastream.
But enough with the nostalgia. The brains at Sodastream have decided to shed the brand's retro image and pursue a marketing campaign in which it strongly believes: greening the environment.
The idea is that Sodastreams can massively reduce the use of plastic packaging because the machine comes with chunky plastic bottles that can be reused time and again – instead of asking consumers to worry about recycling their old coke cans.
Each Sodastream bottle is estimated to save the environment from 2,000 bottles and cans during its lifetime.
As a Sodastream spokeswoman told us: "it's precycling!" – which, while admirable, sounds like a jazzed up word for "reusing".
To highlight its concerns, Sodastream has today built a ten-foot sculpture on the bank of the Thames, made out of 827 plastic bottles – the number an average family will use in a year.
Research commissioned by SodaStream in March found that people aren't aware just how much bottle waste they produce. Almost half of all adults think their family uses between 1-5 bottles a week when the actual figure is more than double that.
Fiona Hope, managing director of SodaStream UK, said plastic is at the heart of the waste problem and added that the company hopes the work of art will show people just how bad the problem is. She said people should consider alternatives to pre-bottled carbonated soft drinks.
The Sceptic Tank couldn't agree more and has already started a summer holiday project to see how many bottles it takes to build a giant Eric Pickles.
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