Get busy with the fizzy

Rosie Baker is Marketing Week’s specialist on sustainability and retail – and the two topics often go hand-in-hand. Her blog focuses on all things to do with sustainability, Corporate Social Responsibility and ethical business.


As a child, I always looked on in jealous awe at my friends who were proud owners of a SodaStream.

It’s a magical gadget that turns ordinary tap water into delicious fizzy pop. After not too long, it drifted out of my consciousness and remained only as a waft of nostalgia.

But following a bit of a relaunch last year SodaStream is back with a vengeance and now it’s got a green tint to its messaging.

Before sighing and wondering what tenuous link SodaStream could have to being green, it’s actually pretty valid.

We throw away 13 billion plastic bottles in the UK every year. That is a phenomenal amount of plastic, most of which takes hundreds of years to break down in landfill, and we only recycle about 20% of that.

SodaStream is using its “get busy with the fizzy” concept to push the “pre-cycling” message on the basis that over three years, using SodaStream can save you using 2,000 plastic bottles and cans.

Not only super fun, super green. My worry is that the trend with SodaStream was that everyone lost interest in it after a while, hopefully its recycling message will not fall by the wayside.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here