Blissful Earth Day! And welcome to the inevitable flood of advertising and marketing messages celebrating the planet and all of the issues main manufacturers are doing to assist reserve it. (Or at the very least, y’know, making an attempt to seem that means.) However this one from PepsiCo-owned SodaStream is definitely the highest contender for Worst Earth Day Ad of 2021.
“Don’t Simply Share, Care” begins out nicely sufficient, with an elaborate side-eye on the ineffectiveness of on-line slacktivism, as a Coast Guard helicopter reassures a stranded polar bear it’ll be alright as a result of Sarah from New Jersey had shared its story. Then the model cuts to Zuckerberg, Fb CEO Mark Zuckerberg’s sister and former advertising and marketing exec at his firm, in a espresso store. Her first joke comes when a patron on the espresso store acknowledges her as Mark Zuckerberg’s sister and he or she claps again that she is, “my very own particular person, regardless of who might or will not be a member of my household.”
Okay, so right here we’ve got a critique of social sharing as a kind of activism, headlined by a former Fb exec, and sister to the man who invented the very platform that popularized this actual habits. That’s the joke.
Then she’s strolling via what’s purported to be the carbonated water firm’s lab-like headquarters carrying a lab coat in the identical means anonymous actors have been carrying lab coats for generations of mouthwash, detergent, and cleaning soap commercials.
All of it ends with Zuckerberg ditching her ponytail and lab coat, then going full Bob Fosse. What’s occurring right here?
Let’s take a step again for a sec. As half of its Earth Day marketing campaign, SodaStream is making a handful of sustainability bulletins. Issues like taking practically 78 billion plastic bottles out of circulation by 2025, which is 11 billion greater than an preliminary purpose introduced final yr. The model can even be switching its taste bottles from plastic to metallic, beginning on the finish of this yr.
But SodaStream’s mum or dad firm was named one of the planet’s high three plastic polluters in a 2020 report by advocacy group Break Free From Plastic (BFFP). PepsiCo has made important strikes in making its bottles out of 100% recycled plastic, in addition to experimenting with compostable plastics. But that 100% recycled determine is just for a handful of the numerous nations the place PepsiCo operates, and in line with NGO Tearfund, PepsiCo alone is chargeable for 151,000 tons of plastic air pollution per yr. Tearfund’s analysis discovered that emissions produced from the open burning of plastic packaging in creating nations from firms like PepsiCo, Coca-Cola, and Nestle is a serious contribution to the local weather emergency.
Ironies abound because the social community sibling pitches plastic duty for a model owned by one of the world’s main polluters. It’s a very insulting kind of model wokeness, aiming to be essential of broader client habits with out truly addressing or grappling with the ecosystem during which it operates, nor the environmental sins of its mum or dad.
Clearly that’s all fairly robust to handle in a 30 to 90 seconds, however then don’t make the claims within the first place. To paraphrase Zuckerberg: I’m not saying humorous advertisements about sustainability can’t get individuals’s consideration, however truthfully when all it does is make slender claims as a substitute of taking actual motion, the world doesn’t give a sh*t.