SodaStream’s Frontal Assault On Bottled Water

Israel-based SodaStream International is challenging the bottled water industry – particularly PepsiCo, Nestlé and Coca-Cola – with a new marketing campaign that features a fictional futuristic anthropologist explaining to schoolchildren about the “homoschlepiens” species. Those would be people of the distant past who bought sparkling water in environment-damaging plastic bottles. This confuses the children who, of course, use SodaStream machines to get their sparkling water. The ad dovetails with a couple of consumer trends: spurning carbonated sugary drinks, and embracing eco-friendly packaging and products. PepsiCo CEO Indra Nooyi admitted to Wall Street analysts recently that the industry is seeing "profound change." [Image Credit: © SodaStream International ]