New 'Cage' Marketing Effort by Sodastream (SODA) is Getting Attention
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Sodastream International (Nasdaq: SODA) shares are popping as the company's new marketing campaign appears to be taking hold.
According to reports out Tuesday, Coca-Cola (NYSE: KO) sent a cease-and-desist letter to SodaStream over a marketing effort in which the company collects strewn about bottles and cans, then places them in a cage with statistics about how much pollution the debris is causing.
This is obviously an attempt to bring awareness to the superiority of SodaStream's product versus buying bottled beverages in the store.
Though Coca-Cola's letter refers to the display in South Africa’s O.R. Tambo Airport, there are several other locations where SodaStream is making the effort.
And CEO Daniel Birnbaum said he's not going to comply. "Instead of getting a thank you for cleaning up," said Birnbaum in a recent Forbes report, "we’re getting a lawyer’s letter."
Shares are 5.7 percent better Wednesday.
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According to reports out Tuesday, Coca-Cola (NYSE: KO) sent a cease-and-desist letter to SodaStream over a marketing effort in which the company collects strewn about bottles and cans, then places them in a cage with statistics about how much pollution the debris is causing.
This is obviously an attempt to bring awareness to the superiority of SodaStream's product versus buying bottled beverages in the store.
Though Coca-Cola's letter refers to the display in South Africa’s O.R. Tambo Airport, there are several other locations where SodaStream is making the effort.
And CEO Daniel Birnbaum said he's not going to comply. "Instead of getting a thank you for cleaning up," said Birnbaum in a recent Forbes report, "we’re getting a lawyer’s letter."
Shares are 5.7 percent better Wednesday.
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