Among the many branded April Fools’ Day pranks that have already rolled out this year, SodaStream’s campaign with Paris Hilton deserves a special shoutout.
Hilton stars in the fake video below for something called the NanoDrop, a fictitious sparkling-water product that claims to be 5,000 times more hydrating than regular water. Paris, who is very entertaining and self-deprecating in the video, presents it as the latest invention from her very own “Paris Hilton Institute of Plastic Pollution Solutions,” or PHIPPS.
She goes on to explain more about the product, which—with its tiny packaging—has the added benefit of helping the world cut down on plastic waste. Each drop is equal to one glass of water, so regular use of the product should save up to 1,500 plastic bottles per person every year,” the says.
The reveal is quite funny, especially the random appearance by the “taxi driver/scapegoat.” The point, of course, is that using a SodaStream sparkling water maker is the best way to cut down on plastic.
The campaign was done by creative agency Allenby Concept House and director Ohav Flantz, and should get a good amount of attention in the crowded April Fools’ space. A NanoDrop website and Facebook page were launched in the days leading up to the prank. And they even got professor Ron Naaman from the Weizmann Institute of Science to give a bogus endorsement—he said it “may represent an important advanced leap in the field of Nano technology.”
“I loved working on this campaign as it delivers a really important message in a funny way that empowers everyone to make better choices and promotes a healthier and sustainable way of life,” Hilton said in a statement. “I’m always open to new ways to stay healthy and hydrated, but while it’s clear that getting our daily water intake is important, carrying home plastic bottles in the process is unnecessary when we have a great alternative in SodaStream.”
“Using fresh tap water and a SodaStream sparkling water maker to stay hydrated is an easy and economical solution for consumers—one that doesn’t involve lugging bottles home or polluting the planet,” added Matti Yahav, vp of global marketing at SodaStream International. “We brought Paris Hilton and an edgy campaign to help us draw attention to the issue in a way that is fun and entertaining. Millions of consumers are using SodaStream worldwide and we hope millions more will join us in saving our planet from plastic bottles.”
Agency: Allenby Concept House
Director: Ohav Flantz