SodaStream is known for its efforts to rid the world of single-use plastic, but the company is also a staunch supporter of diversity and equality, as it is proving in its latest effort for Pride Amsterdam.
On Saturday (3 August), the company will be at the famous Canal Parade in Pride Amsterdam as a partner of the events and will participate in the Canal Parade with its own boat float called ‘Love of Tomorrow.’
The catch is that the ‘Love of Tomorrow’ is the last boat in the parade and will serve as the route’s janitorial crew of sorts. SodaStream's Cleanup Team of employees will personally scoop up plastic waste from the parade in the canal. The collected PET bottles will be donated to the Plastic Whale foundation who will create boats and office furniture from it.
There will also be couples on the boat, each with a special and inspiring story about how they – despite their apparent differences – live together in love and harmony.
"Most people know that we try to help save the world from single-use plastic. However, many people don't know that SodaStream also stands for diversity and equality. Our headquarters and factory are known as the ‘Island of Peace’ in Israel," said Tamara Kroon, marketing manager of SodaStream Benelux.
In Israel, coexistence can be a complex and often difficult issue, but, as the company stated in a release: "We have succeeded in bringing together people with different origins, religion, gender or sexual preferences, who are working together in harmony. We are offering everyone equal opportunities."
In addition to its Pride efforts, SodaStream also introduced a retro-90s-themed model with the help of Beverly Hills 90210 star Tori Spelling. The limited-edition, transparent and neon sparkling water makers, available at SodaStream.com/Tori for $90, taps into 90s nostalgia while taking a modern-day approach to the fight against single-use plastic waste, as every family with a reusable SodaStream bottle saves thousands of disposable plastic bottles.
“Some of my favorite memories, trends and inspiration come from the 90s,” said Spelling in a release. “I’m thrilled to have partnered up with SodaStream to create this stylish 90s-inspired product with the higher purpose of raising awareness about the issue of single-use plastic waste.”