Change4Life adds controversial SodaStream for 'Sugar Swaps' health push

Change4Life, the government's healthy living initiative, has added controversial fizzy water company SodaStream as a partner to its January 'sugar swaps' campaign.

SodaStream: under fire last year after controversial Scarlett Johansson endorsement
SodaStream: under fire last year after controversial Scarlett Johansson endorsement

SodaStream has launched the 'Water Made Exciting' campaign as part of the partnership, which focuses on making water less boring for kids.

Sodastream's campaign kicks off this month with a new ad promoting SodaStream's home fizzy water machines, plus digital activity including the #watermadeexciting tag and getting parent bloggers involved.

SodaStream joins the wider £2.6m ‘Sugar Swaps’ campaign, created by M&C Saatchi, which encourages parents to swap out sugary drinks and food for healthier versions. The campaign is running until March across TV, digital, outdoor and radio.

Super Bowl controversy

The strategic partnership is likely to benefit SodaStream, which is trying to revamp its image after its controversial Super Bowl ad featuring Scarlett Johansson last year.

Johansson defended her decision to appear in SodaStream's ad after critics pointed out the Israel-based company had factories in a settlement on the West Bank. Johansson quit her role as Oxfam ambassador in response, and the factory in question was closed.

The company also admitted it had been "wrong" in trying to compete with Pepsi and Coca-Cola in selling flavoured fizzy drinks, and is now trying to focus on selling its carbonated water dispensers.

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