SodaStream International Ltd. (NASDAQ:SODA), the world's No. 1 sparkling water brand, announced on March 31, that it was the brand behind NanoDrop; a fun new April Fools' marketing campaign featuring one of today's most recognizable television, media personalities and entrepreneurs, the iconic Paris Hilton. The campaign brings attention to the environmental scourge our planet faces due to pollution from single use plastic water bottles.
The SodaStream NanoDrop campaign features humorous video content starring Paris Hilton who appears to debut the latest invention, from her very own 'Paris Hilton Institute of Plastic Pollution Solutions' (PHIPPS): NanoDrop 'a highly condensed sparkling water.'
In the video, Hilton describes how witnessing the harmful effects of plastic pollution has driven her to use her influence to take action. The video explains how Ms. Hilton and her team of PHIPPS scientists created a revolutionary new water product - 5000 times more hydrating than regular water. Ms. Hilton points out that only one drop of NanoDrop is necessary to maintain a healthy level of hydration, whilst cutting out the need to carry heavy plastic bottles that pollute our planet. As each drop is equal to one glass of water, regular use of the product should save up to 1,500 plastic bottles per person every year.
A follow up "reveal" video to the initial prank, housed on the official NanoDrop website, furthers the narrative and explains that a "slight" error in calculation has caused some hydration problems. Revealing the satire, Hilton explains that, in fact, SodaStream is a great way to achieve healthy hydration without harmful plastic bottle pollution and the inconvenience of lugging heavy bottles of water.
As a brand-launching entrepreneur and businesswoman, Hilton was chosen by SodaStream as the perfect ambassador for the campaign. "I loved working on this campaign as it delivers a really important message in a funny way that empowers everyone to make better choices and promotes a healthier and sustainable way of life," Hilton said in a statement. "I'm always open to new ways to stay healthy and hydrated, but while it's clear that getting our daily water intake is important, carrying home plastic bottles in the process is unnecessary when we have a great alternative in SodaStream."
"Using fresh tap water and a SodaStream sparkling water maker to stay hydrated is an easy and economical solution for consumers - one that doesn't involve lugging bottles home or polluting the planet," said Matti Yahav, VP Global Marketing, SodaStream International. "We brought Paris Hilton and an edgy campaign to help us draw attention to the issue in a way that is fun and entertaining. Millions of consumers are using SodaStream worldwide and we hope millions more will join us in saving our planet from plastic bottles."
This professional campaign titled 'Nanodrop' was published in Israel in April, 2017. It was created for the brand: SodaStream, by ad agency: Allenby. This Film medium campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted over 6 years ago.
Advertising Agency: Allenby Concept House
Director: Ohav Flantz