SodaStream manufactures home-use devices that easily make sparkling water.

Their brand mission: Fighting ocean plastic-pollution caused by the use of single-use plastic bottles.

Our mission was to come up with a product-related idea that shines a spotlight on SodaStream’s reusable bottles and generate buzz and PR.

In May 2018, the world was fascinated by HRH-Prince Harry and Meghan Markle’s royal wedding.

The couple, known environmental activists, announced they’d rather have guests donate to charity than send them wedding gifts. Their chosen charities included Surfers Against Sewage (SAS), which fights water pollution.

This was a great opportunity to have fun with the product and use a stage everybody will be watching, for an idea that naturally fits SodaStream’s brand story and values, while honoring the couple by creating a product-centric tribute that translates to a unique product experience.

The project had a physical aspect (products), a digital promo-video and a minisite.

The Royal Edition is a special, limited-edition collection of five festive bottles, with unique 3D printed caps, inspired by famous hats worn by royal family ladies.

To tie the idea together perfectly, we decided to hold a special auction for the Royal Edition, with all proceeds going to SAS, per the couple’s request.

As a fun-loving brand,we rather use a light & positive approach even regarding a matter as serious as plastic pollution, to get people on-board with our mission and lead to real change.

The royal wedding was a great opportunity to have fun with SodaStream’s products, while honoring the couple’s environmental activism and highlighting brand values.

Target audience: 20+, environmentally-conscious people who wish to lead a healthier lifestyle. They’re well acquainted with social media and the digital arena. The global enthusiasm surrounding the royal wedding allowed SodaStream to reach a worldwide audience and create greater impact.

The caps’s design and production required a thoughtful, meticulous eye for important design decisions, such as precise color shades, shapes, materials, proportion and textures.

It was extremely important to create a fully-functional product without compromising its aesthetic.

The chosen technology, 3D printing, allowed us to attend to every small detail while manufacturing a strong, durable product.

We used the most advanced 3D printers, enabling us to mix different textures for a rich design outcome that looked like real fabric.

The tone and style was a tribute to the couple’s regal elegance, as reflected in the caps, bottles, packaging and marketing materials.

The project uniquely combined British royal tradition with advanced technology and high-fashion.

Only 100 bottles were manufactured, in a numbered series- a status symbol in the world of art-collecting. The only way to obtain these pieces of memorabilia was through an online auction, with all proceeds going to SAS.

The Royal Edition gained global attention with positive media coverage worldwide, amounting to 1.3 Billion media impressions. This allowed SodaStream to reach new potential consumers & markets, and reinforced the perception of SodaStream as a conscious company, devoted to the fight against plastic pollution.

The online auction gave consumers an opportunity to take part in the royal celebration whilst doing good. People were captivated by the high-end-designed bottles and opened their hearts and wallets, resulting in bottles being sold for an average of £1,456.

Donations raised for SAS in just two days amounted to 21% of the charity’s annual donations, supporting their fight against ocean pollution.

In the following weeks, plastic pollution became a worldwide trending topic, with a 320% surge in interest (according to Google Trends).

The packaging was a winner of the “2019 Star”, awarded by The Israeli Institute of Packaging.