SodaStream: Who Are The Homoschlepiens?

SodaStream is one of those brands who never fails to deliver fantastic ads. This time, Mayim Bialik (neuroscientist and actor in ‘Big Bang Theory’) is on a quest to learn the ridiculous habits of “Homoschlepiens – a newly discovered tribe with a peculiar behavioral anomaly”. This isn’t the first SodaStream ad I’ve blogged about, and I’m sure it won’t be the last.

Mayim is joined by ‘Game of Thrones’ actor Kristian Nairn (first KFC, now SodaStream?!) in a flashback scene after Mayim educates children at a futuristic ‘Museum of Unnatural History’. This isn’t the first time SodaStream have hired Game of Thrones actors – Nairn follows in the footsteps of ‘The Mountain’ (Thor Bjornsson) and ‘Septa Unella’ (Hannah Waddingham).
In the short film, the ‘Homoschlepiens’ are using bottled water, in an attempt to convey that using plastic is a primitive concept, because its destroying the environment. The concept was created in-house by SodaStream, and will run online on social media and SodaStream’s microsites. The aim was to encourage UK consumers to purchase a SodaStream rather than buy from companies like Coca-Cola and Pepsi.
The message that the use of plastic bottles is something to be ashamed of has led to a dispute between SodaStream and the bottled water industry, with the International Bottled Water Association sending a cease and desist letter to the brand over the ad! SodaStream’s boss Daniel Birnbaum has no fears when it comes to shaming brands like Coca-Cola, Pepsi, Nestle and Danone, stating that:

The odds are against you – the amount of money these guys have. Not just with their lawyers – they have tremendous marketing budgets. And they’re using those to seduce and scare consumers around the globe. This generation, plastic bottles deserve the treatment of cigarettes. These bottles deserve to have warning labels on them. Single use bottled water should be illegal, and I believe there will be a time in our lifetime when it is.

Food for thought! Or water for thought?…

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