SodaStream and TerraCycle have joined forces to provide an eco-friendly recycling solution for aging SodaStream sparkling water makers. As part of its broader sustainability initiatives, SodaStream is taking an organic approach to its TikTok strategy, authentically engaging users and showcasing the diverse range of drinks achievable with its products, particularly targeting environmentally conscious Gen Z consumers.
By partnering with TerraCycle, a renowned sustainability brand, SodaStream is reinforcing its commitment to environmental responsibility and aligning itself with a respected leader in the field with its Free Recycling Program. This collaboration not only benefits consumers but also boosts SodaStream’s brand reputation by showcasing its dedication to sustainability and responsible consumption, setting the stage for future initiatives in this area.
Furthermore, the brands have shared the news on their social media platforms last month. The idea is to promote SodaStream sparkling water makers as a sustainable option from the ground up, according to Mark Fenton, Chief Business Officer of SodaStream. In addition to SodaStream sparkling water makers being able to last a lifetime, the initiative ensures customers have an option to dispose of their old models when upgrading. The financial agreement between the parties was not disclosed.
“We are always thinking of new ways to continue our effort toward a greener, more sustainable future. By partnering with TerraCycle, we can offer consumers a free, convenient, and eco-conscious solution to recycle their SodaStream sparkling water makers while keeping waste out of landfills to make a difference for our planet,” he said.
In addition to traditional marketing methods, SodaStream has incorporated organic and strategic elements to authentically engage users on TikTok. Using this approach, SodaStream aims to demonstrate its versatility, showcasing the variety of drinks it can create and appealing to environmentally conscious Gen Z consumers. To better connect with its audience, SodaStream has consciously avoided too many celebrities in its TikTok videos.
Fenton said SodaStream’s TikTok content ranges from demonstrations of how to use the machines to sharing recipes for homemade sodas and product reviews. This diverse array of content resonates particularly well with younger consumers who value sustainability and customization, making SodaStream a popular choice among this demographic on TikTok. Through genuine interactions and content that aligns with its brand values, SodaStream aims to foster deeper connections with its audience, ultimately driving product adoption and brand loyalty among Gen Z consumers.
There is one video on Sodastream’s TikTok that has seen the most views so far this year, which was published back in January, and its videos have been viewed over 50,000 times this year, according to Hootsuite.
SodaStream initiated a sustainability initiative when it implemented the new generation sparkling water makers in 2022 using recycled materials. As a result, Fenton said 25% of the plastic components in these products are recycled, demonstrating the brand’s commitment to preserving the environment. SodaStream is extending its commitment to sustainability to its core products through this strategic move, resulting in a more environmentally friendly portfolio.
“This marks a significant step in our company’s sustainability journey, and we are proud to team up with another organization committed to reducing waste,” said Fenton.
Moreover, SodaStream implemented various measures to reduce plastic waste across its manufacturing process. Through the reuse of plastic bags in production lines, the company was able to save 11 tons of plastic in 2022. Additionally, the company managed to reduce the amount of plastic waste generated during manufacturing by over 20%.
