Fuel worked with Sodastream and Game of Thrones’ star, Thor Bjornson, to highlight Australia’s alarming plastic bottle waste and offer Sodastream as an environmentally friendly alternative.

Thor main

 The Brief

One Sodastream system can reduce more than 2000 plastic bottles from landfill for the average family. Sodastream wanted to position itself as an environmental and cost-effective alternative to buying expensive bottled sparkling water, with the help of a celebrity ambassador. Our brief was to work with Thor to activate the campaign to ensure maximum cut-through to the brand’s target audience on multiple channels.

Our Solution

Fuel worked with Thor to publicise his partnership with Sodastream across tier-one media interviews in TV, print and digital, in an effort to spread awareness of Sodastream’s environmental message. Fuel managed the extensive media relations campaign, commissioned a targeted native content piece in Pedestrian.tv, and engaged Australia’s leading health and wellness influencers in an event.

We secured over 20 coverage hits with a reach of over 30 million and branding across 100% of generated coverage in major broadcast, metro print and online media. Including, Sunrise, Today, News.com.au, Mashable, MailOnline and The Guardian. The majority of coverage positioned the Sodastream as a thought leader in environmental issues.


  • 39 million earned media reach
  • 20:1 PR Value


Public Relations, Events, Influencers, Native Advertising, Marketing