SodaStream is having a pop at the rest of the soft drinks industry in a controversial new ad, which airs for the first time tonight.

The campaign, which will premier during tonight’s instalment of of ITV1’s I’m a Celebrity… Get Me Out of Here, is part of an £11m global push for the brand, which confronts the industry and its use of bottles in a bid to take market share from the beverage giants.

The 30-second ad shows different scenes of soft drink bottles disappearing instantaneously as people use the SodaStream soda maker, with the SodaStream is also revealing a new visual identity, logo, branding and tagline - ‘If you love the bubbles, set them free’.

It claims: “With SodaStream you can save almost 1,000 bottles a year.”

“The UK throws away over 13 billion plastic bottles a year, many of which are dumped as waste across parks, oceans and landfills. We challenge the entire beverage industry and its arguably outdated business model, showing people that when you can make soft drinks straight from tap water, there exists a smarter choice,” said Daniel Birnbaum, CEO of SodaStream.