The program message was clear: “Bottled water makes as much sense as punching yourself in the face”. The branding on the truck was also clear (and not suitable for children!) Not to worry, all the bottles used in this program were successfully recycled. Sodastream, HL Group, and Lime Media worked together to create a spectacle for traffic in NYC by deploying a pair of trucks that really got everyone’s attention. These trucks did just that. Raising awareness of the Sodastream brand and their products, as well as a key environmental issue was the goal and it was a beautiful success!