SodaStream reacts to cease and desist letter from International Bottled Water
SodaStream stated that it is "going on the offensive" following a cease and desist letter from Joseph K. Doss the President and General Counsel of the International Bottled Water Association. The letter demands that SodaStream cease airing its new video campaign, "Shame or Glory," in which the brand advocates using fresh, local tap water to make sparkling water at home over the use of single-use plastic bottles. In the IBWA letter to SodaStream, the IBWA implies that bottled water is safer than tap water. In fact, U.S. tap water is considered amongst the safest and cleanest on earth. SodaStream states that "The IBWA's implications seem designed to undermine the confidence that Americans have in their existing regulations, the work of the EPA and the efforts of the Office of Water. This baseless fear mongering in order to boost corporate profits feels cruel and misleading to consumers" (...) "The notion that a huge corporate organization thinks it can silence a small company or that the message they want gagged is that plastic bottles represent a real threat to the environment".