Sodastream International Ltd. is poking fun at plastics again, this time with an April Fools' advertisement featuring celebrity socialite Paris Hilton.
Hilton (who I never thought I'd mention in a Plastics News column), starts the ad in a silly outfit that she says was made from plastic found in the stomachs of sea turtles.
"So sad," she says. "Plastic bottles are poisoning our planet."
But there's good news: She explains how a new invention from her "Paris Hilton Institute of Plastic Pollution Solutions" had come up with a way to reduce plastic waste.
It's just a way for Sodastream to reinforce its message that it has an alternative for fans of sparkling water and fizzy soda that avoids single-serve PET bottles.
This is something that Sodastream has pushed for years. (See SodaStream turns to print ads to criticize plastic waste and SodaStream attacks plastic, but is it fair? for recent examples.)
Matti Yahav, vice president of global marketing at SodaStream, said: "We brought Paris Hilton and an edgy campaign to help us draw attention to the issue in a way that is fun and entertaining."
It's not laugh-out-loud funny, or particularly mean, but clearly the joke is on plastics.
It's a reminder that the plastics industry could be doing more, both to prevent plastic pollution and to get the word out on what it's doing already.