SodaStream Turns To Rebel Theme: No Can, No Pollution
Small-cap SodaStream (SODA) appears to be changing its emphasis. The Israel-based company makes home soda machines, which instantly raises the question: Why not keep buying name-brand sodas in cans and bottles at the grocery store? In the past, SodaStream stressed cost savings. Lately, the message focuses on being green. "We want to be seen as a rebel, and raise awareness of bottle and can pollution," Chief Marketing Officer Ilan Nacasch told
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