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SodaStream Unearths ‘The Secret Continent’ in Lead Up to Earth Day

 SodaStream Unearths ‘The Secret Continent’  in Lead Up to Earth Day

SodaStream teams up with Earth Day Network and Scarlett Johansson to raise awareness about harmful plastic waste and promote a bottle-free planet 

Reaffirming its commitment to reducing the volume of plastic bottles and cans that end up in landfill each year, SodaStream, the world leader in home beverage carbonation systems, is leading a campaign to raise awareness about a collection of waste currently floating in the ocean that is twice the size of Texas.

To combat this environmental catastrophe, which has been described as the Great Pacific Garbage Patch, and urge people everywhere to join its bottle-free movement, SodaStream has partnered with Earth Day Network to further expose what they call The Secret Continent.

The Secret Continent represents the floating garbage island, which is larger than many countries, and SodaStream is seeking to have it acknowledged as the world’s eighth continent by the international community, challenging the world’s population to sign an online petition that will be sent directly to global leaders.

The petition urges them to publicly acknowledge The Secret Continent and take proactive measures to change the way plastic is used and discarded. In doing so, plastic pollution will be highlighted and no longer ignored.

“We are on a mission to elevate awareness for reducing the amount of plastic waste,” said SodaStream Australia Managing Director Myles Anceschi. “The Secret Continent has been devised as a disruptive and effective way to urge people to think about plastic bottle waste and the impact it has on our world.”

The Secret Continent is an imaginary resort destination that SodaStream has created in an effort to bring attention to the environmental devastation that is taking place in the Pacific. By taking this uniquely whimsical approach, SodaStream is seeking to make this environmental message resonate with people all over the world.

The damage to our planet is shocking; humans manufacture one billion plastic bottles every day and this garbage patch is made from just a portion of the nine million tonnes of plastic pollution left behind each year.

 

To date, scientists have documented the impact of marine plastic pollution on 663 different marine species, including all known species of sea turtles, half of all species of marine mammals, and one-fifth of all species of seabirds .

The Secret Continent is part of SodaStream’s ongoing mission to help consumers reduce their carbon footprint and prevent continued environmental damage in landfills. One SodaStream bottle can save the average Australian family up to 2,190 bottles and cans every three years.

“We applaud the bold steps SodaStream is taking to bring the Pacific Garbage Patch to the forefront and proactively fighting to reduce the amount of plastic that gathers in landfills each year,” said Kathleen Rogers, President of Earth Day Network.

“We all know that plastic debris doesn’t biodegrade, but we don’t think enough about where it actually ends up, and the danger all this plastic imposes on birds, animals, plants, micro-organisms and seawater. The Secret Continent Campaign isn’t just a publicity stunt. It’s a serious effort to advocate for the health of our oceans and the survival of our planet. We are thrilled to join SodaStream on this mission.”

SodaStream’s Global Brand Ambassador, Scarlett Johansson, has already signed the petition and is a huge supporter of this cause. “I am honored to be a part of a project that is powered by such noble intentions and goals. The Secret Continent inspires people to change the way they live. Products like SodaStream aid in the reduction of our carbon footprint, a feat that is vital to preserving the planet for our children,” she said.


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For more information, please contact:

Rachael McKenzie
Access PR
T: 02 9292 7011
M: 0433 890 127
E: rachaelm@accesspr.com.au

Andrea Kerekes
Access PR
T: 02 9292 7002
M: 0418 427 412
E: andrea@accesspr.com.au

About Earth Day Network

Earth Day Network's mission is to broaden, diversify and mobilise the environmental movement, driving action year-round. Earth Day Network accomplishes its goals through advocacy, education, public policy and consumer campaigns. Each year, Earth Day Network mobilises over one billion people in 192 countries making Earth Day the most widely observed simultaneous event in the world.

About SodaStream

SodaStream International Ltd is the world’s leading manufacturer and distributor of home beverage carbonation systems which enable consumers to easily transform ordinary tap water into carbonated soft drinks and sparkling water in seconds. SodaStream Drinks Makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water. Our products are environmentally friendly, cost-effective, promote health and wellness, customisability and fun. In addition, our products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles. Our latest Drinks Maker the SodaStream Source, designed by Yves Béhar was named as a 2013 winner in the prestigious red dot design awards within the product design category. SodaStream was also recognised for its green credentials at the 2013 Green Lifestyle Awards, achieving ‘highly commended’ in the home category. The awards give recognition to Australian companies and individuals who are leading the charge towards a cleaner and greener living environment. Our products are available at more than 60,000 retail stores in 45 countries around the world. Key stockists in Australia include Myer, Woolworths, Big W, Good Guys, Harvey Norman, Kmart and Target. For more information, visit http://www.sodastream.com.au