Is branding by virtue signalling on social issues a thing?

Posted by AFN Staff Writers on 27th June 2018

LOVE is Love, marketing is marketing, and proving equality knows no bounds SodaStream has released a “limited edition” bottles set portraying same-sex parent families.

The “collectable”, “special edition” Love is Love bottles set celebrates Pride Month, June.

The set includes two adult one litre bottles and one child half-litre bottle, imprinted with depictions of family characters, two men and one child or two women and one child.

The bottles come in a house-shaped box marked with the message: “Home is where your love is”.

SodaStream CEO Daniel Birnbaum says “SodaStream is committed to forging and celebrating bonds across all nationalities, religions and sexual orientations and we hope this campaign will inspire communication and help us all join together to spread a message of love.”

SodaStream says it is is the No. 1 sparkling water brand in the world (in terms of volume consumption). SodaStream enables consumers to easily transform ordinary tap water into sparkling water and flavoured sparkling water in seconds. Products are available at more than 80,000 retail stores across 45 countries.