London – SodaStream, the fizzy drinks maker that was a hit in the 80s, is back – and this time with a mission.
‘The beverage industry creates 460bn bottles and cans each year – and 340bn of those go to landfill,’ Daniel Birnbaum, SodaStream’s CEO, tells LS:N Global. ‘But the problem isn’t only landfill, it is also transport and manufacturing. People today recycle and reuse, but the best thing for the environment is reducing [what we use]. That’s where we come in.’
As well as showing consumers how SodaStream can reduce their environmental impact, Birnbaum hopes to connect with them by changing the product’s perception from ‘an appliance to an object of desire’. To do so, he has commissioned Yves Béhar and Fuseproject to redesign the counter-top product. This will be unveiled officially at the Milan Design Festival, from where LS:N Global will be reporting live.
For more on inspiring, eco-friendly ideas, read our Packaging Futures report.