The “Shame or Glory” campaign (conceptualized and produced by creative agency Allenby Concept House), which played off of a notable scene in the television series, featured Game of Thrones character The Mountain, and an unfortunate set employee who was publicly shamed for purchasing disposable sparkling water bottles. Instead of drinking from one of the plastic water bottles, The Mountain used his SodaStream as an alternative.
The ad, which was initially released in November 2016, caught the attention of the International Bottled Water Association (IBWA) who wrote a cease-and-desist letter to the company requesting that it stop airing campaign ad. SodaStream did not comply.
"We will not let the IBWA's threats stop us from trying to save the planet," Daniel Birnbaum, chief executive officer of SodaStream, said in a statement. “We will not be gagged and we will not be silenced."