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Shares of home carbonated cooler maker SodaStream (SODA) accept been on a breach back January, with shares up added than 130% back the alpha of the year.

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Beauty and the Beast Water Bottle Labels PRINTED OR FILE | Etsy – advertising water bottle labels | advertising water bottle labels

The aggregation has afresh been at war with the bottled baptize industry.

Last month, SodaStream launched a new video attack alleged “Shame or Glory,” which appearance stars from the hit TV appearance “Game of Thrones.”

“Basically it’s a airing of shame, alone it’s about artificial bottles because the artificial bottles are absolutely actual base to the planet area we’re application so abounding of them and they that they aloof become debris in the oceans and in parks and accessory it’s a disaster. It’s a aloft hazard to altruism and to our planet,” SodaStream CEO Daniel Birnbaum told Beast Accounts in the video above.

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Daniel Birnbaum, CEO of SodaStream REUTERS/Ammar Awad

So far, the ad has garnered added than 50 actor views, but some in the bottled-water industry aren’t pleased.

According to Birnbaum, SodaStream has accustomed six cease-and-desist letters, including ones from Denis Cans, the CEO of Nestlé Waters, France, and the US-based International Bottled Baptize Association.

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“Of advance we will not accede because there’s annihilation apocryphal or ambiguous or abasing in that ad. It’s the simple accuracy but it’s actual annoying for these association who are authoritative a ton of money.”

Birnbaum contends that bottled baptize companies are authoritative money off baptize that’s “really accessible water.”

“Why best of the bottled baptize by the way bisected of the bottled baptize in America is from borough sources put in a nice amalgamation adored with a admirable name as if it’s advancing from Italy or about with a actual aerial admission and that’s ambiguous consumers.”

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He went on to alarm the bottled baptize industry the “biggest announcement and business betray anytime in history.”

“This accomplished bottled baptize industry—it should not abide and I anticipate that in ten or twenty years it will be it won’t abide or it’ll accept aloft admonishing labels like cigarettes do today.”

—Julia La Roche is a accounts anchorman at Beast Finance.

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