SodaStream believes there is “no better time” to be an activist brand. The carbonated drink kit brand has actively stood up against the bottled water industry through several viral videos, one of which featured “Game of Thrones” actor Hafþór Júlíus Björnsson and boosted the brand’s starter kits by 37% last year. With brands increasingly taking a stand in today’s political climate, SodaStream advises them to stick to their mission: “It is tempting to try to take a ride on the trending thing or head-butt Trump, but if it doesn’t relate to what you do, then the media and the social sphere will see that it’s fake.” (Digiday)
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