SodaStream today announced that, following attempts by Coca-Cola to shut down its environmental Cage exhibit, the company has created a virtual Cage Challenge on Facebook. There, visitors from around the world can fill the cage with pictures of used bottles and cans.

"Every day, approximately 1 billion bottles and cans are added to our parks, rivers, oceans and landfills worldwide— almost 400 million in America alone,” said Daniel Birnbaum, SodaStream CEO. “We must not allow Coke, or anyone, to silence this unfortunate truth. All of us can make a difference. We appeal to the moral and social responsibility of the world's citizens to make the planet a cleaner, healthier place. For those who are unable to personally visit one of the dozens of actual Cage Exhibits open now worldwide, the online Cage Challenge helps inform of the devastating impact of all these discarded cans and bottles. Coca-Cola will not be able to censor the truth about the dangers of their business practices as they cannot shut down a virtual Cage."