Israeli company SodaStream launched its 2022 Earth Day campaign on Thursday featuring "Baywatch" star David Hasselhoff.
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In a statement, SodaStream said it was trying to remain true to its environmental DNA and light-hearted tone, sharing another important message for the planet while humorously paying tribute to the iconic "Baywatch" series. Similar to his role in the series, Hasselhoff plays a lifeguard, but this time, instead of people, he saves sea turtles.
As part of SodaStream's long-time mission to reduce single-use plastic waste and stop it from ending up in the sea, SodaStream has partnered with SEE Turtles, an NGO that works to protect sea turtles worldwide. Sea turtles are key species in the oceans, without which the natural order in the ocean could be disrupted.
Through this initiative, SodaStream said it was committed to saving a baby sea turtle for every SodaStream sparkling water maker sold worldwide throughout April.
"As part of SodaStream's environmental responsibility and obligation to the planet, we are always looking for ways to do better," said SodaStream's Global CMO, Karin Schifter-Maor. "This year we took another step in this direction with our biggest Earth Day campaign to date, which will last for the entire month of April, so at SodaStream we are actually celebrating 'Earth Month.' With this 360° campaign, we are engaging people to not only keep the oceans clean from single-use plastic waste, but also giving them the opportunity to save endangered baby sea turtles around the world."
Hasselhoff said, "I am honored to work with SodaStream on their commitment to protecting the environment by calling attention to the threat to sea turtles and our beaches.
"This is a cause that I deeply believe in. I hope that we will raise worldwide attention about this urgent issue. I am thrilled to be part of this wonderful initiative. SodaStream Rocks!" he added.
"SEE Turtles is thrilled to be working with SodaStream to save baby sea turtles around the world and encourage less plastic waste," said SEE Turtle CEO Brad Nahill. "Through our Billion Baby Turtles program, these funds will help community-based conservation programs at more than 20 important nesting beaches in 16 countries."
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