March 31st, 2015
SoBe’s REALLY Weird Floating Plastic Bottle Ad, aka #TheyJustDon’tGetIt
This morning I was checking the 5 Gyres Facebook account and a Facebook ad caught my eye (I know, I’m like the only person these work on). It depicted a SoBe plastic juice bottle with a note telling me ‘to send a message in a bottle for a chance to win a Hawaiian vacation.’ At first, I thought they were actually advocating for people to throw plastic bottles into the ocean. BUT, when I clicked on the site, I saw that this was actually all virtual. Whew.
But how freaking WEIRD!!!
How odd and insensitive a choice it is to use plastic pollution in the ocean portrayed in a positive, paradise like fashion!!???!! It’s almost laughable to me that no one in the board room caught it??? I mean, it’s not like any animals are being killed, but hey, it’s a really, really, really a strange choice for marketing your brand.
Do they just not get it? Does SoBe and Pepsi (their parent company) think all of us plastic nerds are just huffing and puffing? That we’re overblowing an issue? Or do they really just not think enough about the issue to care about it.
My guess is the latter–still, typically a publicly traded company tries to avoid anything that makes them look like they don’t give a crap about the environment or too thick to recognize that their ads appear to say as such. I mean, check it out! IT’s ridiculous! And it sure looks like they spent a pretty huge amount of money to make plastic in the ocean look appealing.
I read somewhere that SoBe used creative agencies differently that other brands–that they consult with them, but ultimately have in house marketing teams decide on content. Well, SoBe, sometimes it might be a good idea to look outside your window and see what’s actually going on in the world before dumping a bunch of cash into an ad campaign like this. What saddens me is this–if no one is catching that this ad campaign was a dumb idea, it means we as activists need to turn the volume up. Like a lot. Like a lot a lot a lot.
Oh, by the way Sobe, any chance we can get you to go back to glass bottles too?Tags: marine debris, marine litter, pepsi, plastic bottles, plastic pollution, sobe hawaiian