An elaborate April Fools’ Day joke saw one-time celebrity Paris Hilton team up with Israel-based SodaStream to push a tiny water product supposedly 5,000 times more hydrating than regular water.
In an ad released last week, Hilton announced she had teamed up with the Weizmann Institute of Science to create a groundbreaking new product that “will reinvent drinking forever,” tiny bottles of something called NanoDrop meant to save the planet and consumers from waste.
“Think how stupid and 2003 you look carrying your sparkling water home from the store,” Hilton pointed out as she lugged a six-pack of large plastic bottles, which then broke free of their packaging and fell to the floor.
The company, which for the past several years has unleashed April Fools ad campaigns taking aim at the wastefulness of beverage companies, came clean with Hilton in a second ad released Saturday.
“So, apparently NanoDrop is not 5,000 times as hydrating as regular water,” Hilton admits at the beginning of the ad, instead saying the actual solution is SodaStream, which sells at-home machines to make soda water.
Last year’s April Fools’ Day gag featured Game of Thrones’ Hafthór “Thor” Björnsson, attributing his great strength to a new brand of sparkling water called “Heavy Bubbles,” which was sold in dumbbell-shaped bottles. He then directed viewers to the website heavybubbles.com.
But anyone trying to purchase the water through the website was greeted by the full ad, in which Björnsson reveals that there’s no such thing as “Heavy Bubbles” water. Instead, he goes on to promote SodaStream’s consumer home carbonation product.
In 2014, the company rolled out a parody website and commercial for a “Secret Continent” campaign. The tongue-in-cheek ad sought to have billions of plastic bottles constituting a large floating island in the Pacific Ocean recognized as the world’s eighth continent.
Explaining the inspiration behind the 2017 campaign, SodaStream vice president of global marking Matti Yahav said, “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.”