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CBS tells Israeli Company to Change Super Bowl Ad
Super Bowl Ad Shines Light on Israeli Company Tactics
SodaStream is the first Israeli company to run an ad in the Super Bowl
Ad Age has reported that CBS had rejected the Super Bowl spot for SodaStream (SodaStream International Ltd. (Nasdaq: SODA).
SodaStream is the first Israeli company to run an ad in the Super Bowl. The home soda-making machines manufacturer is in the midst of a global campaign in which it emphasizes its advantages over the bottled beverages industry and is challenging American companies Coca Cola and Pepsi to take their market share.
Ad Age also has reported that SodaStream has already run afoul of authorities in the UK indicating its product is more environmentally friendly than established sodas; the spot shows branded bottles and cans of soft drinks exploding into thin air.
For the Super Bowl, it hoped to up the ante with a spot depicting truck drivers clad in clothing with Coca-Cola and Pepsi marks on them, according to SodaStream’s chief marketing officer.”
Ad Age said, “The content of its planned commercial seemed to have concerned CBS because it was a direct hit at two other Super Bowl sponsors and heavy network TV advertisers: Coke and Pepsi.
Ad Age says that SodaStream denies that the story was a PR gambit, and a CBS spokeswoman said network executives declined to comment.
According to Bloomberg Media, SodaStream International Ltd. (SODA) is poised for its biggest gain in seven months as the Israeli maker of home soda machines seeks to expand sales in the U.S. by airing its first Super Bowl commercial.
Shares have posted a 13 percent gain this month after dropping 0.3 percent to $50.53 in New York yesterday. The Bloomberg Israel-US Equity Index (ISRA25BN) of the largest New-York traded Israeli companies fell to the lowest in two months, following the benchmark TA-25 Index’s 0.8 percent retreat yesterday amid reports of an Israeli attack near Syria’s border with Lebanon. Gazit-Globe Ltd. (GLOB) dropped the most in three weeks.
SodaStream is looking to boost its market share in the Americas, which accounted for 33 percent by Sept. 30.
The maker of do-it-yourself soft-drink machines, which has targeted the bottled beverage industry through its marketing campaigns, spent about $40 million last year on U.S. advertising and promotions, according to Monness Crespi Hardt & Co. SodaStream will join companies that pay CBS Corp. (CBS) an average of $3.75 million for a 30-second spot on the Super Bowl, research company WPP Group’s Kantar Media said.
“The Super Bowl ad should give retailers a reason to stock up on SodaStream makers in February, which is generally a slow month,” Jim Chartier, an analyst at Monness Crespi Hardt who rates the shares a buy, said by phone from New York yesterday. “A $4 million commitment for the Super Bowl might sound like a lot, but they’re coming off a very successful TV campaign in the fall and this is an opportunity to build on that.”
Border Attack
SodaStream, based in Airport City, Israel, has sought to attract customers by arguing that buying packaged drinks clogs up landfills and is bad for the environment. SodaStream Chief Executive Office Daniel Birnbaum said in November that the company expected to spend about 16 percent of sales, or an estimated $72.4 million, on advertising and promotions in 2012.
The Super Bowl, the pro football championship game that will take place in New Orleans on Feb. 3, is the most-watched television event in the country, drawing more than 111 million U.S. viewers. CBS rejected an initial commercial from SodaStream which contrasted its products with trucks filled with soda bottles from Coca-Cola Co. (KO) and PepsiCo Inc. (PEP) The two largest beverages makers also purchased commercials during the game.
Banned Commercial
The company’s spot during the Super Bowl will be similar to its “Set the Bubbles Free” commercial that ran in the U.S. during the holiday season, Yonah Lloyd, the company’s executive director of corporate development, wrote in an e-mailed statement on Jan. 29.
The ad, which has received more than 2.5 million hits on Google Inc. (GOOG)’s YouTube, was rejected by a U.K. regulator in November after a ruling that the advertisement which shows crates of bottled beverages spontaneously exploding “denigrated other soft drinks.”
SodaStream will probably say on Feb. 28 that sales rose 37 percent last year to $425 million, according to the mean estimate of eight analysts surveyed by Bloomberg. The company last year expanded into U.S. retail outlets including Wal-Mart Stores Inc. (WMT) The U.S. represents more than 90 percent of SodaStream’s Americas sales, which also include Canada and Brazil, Lloyd said.
ABOUT THE AUTHOR: Johnny Punish is a musician, artist, entertainer, businessman, investor, life coach, and syndicated columnist. Educated at University of Nevada Las Vegas, his articles appear in Veterans Today, Money News Now and his Johnny Punish Blog. His art music is promoted by Peapolz Media Records and played on net radio at Last.fm and more.
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Posted by Johnny Punish on Jan 31 2013, With 0 Reads, Filed under Business, Economy, Editor. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.
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Vote for Your Favorite SodaStream Ad
SodaStream’s main production site is in an illegal Israeli settlement in the West Bank. The company exploits Palestinian land, resources, and labor.
Check out the awesome spoofs on SodaStream’s 2013 Super Bowl ad below. You can vote for your TWO favorites using the ballot to the right! Friends, in the name of justice and equality, please use the honor system and don’t vote more than twice.
**************http://www.endtheoccupation.org/article.php?id=3441
Boycott all israhelli made products.
SodaStream is Israeli? And Wal-Mart sells it? Another good reason to avoid both…Speaking of the SuperBowl…www.henrymakow.com sees signs of a possible false-flag down there..
Remeber the dis-ease can only attack weak cells.
Look for bigger false flag NC
Thanks for that K7 wilco as well.
And heres a big kick in the nuts for Americans readem and weep folks ……
What kind of a comedy show is the USA anyway??? September 09, 2011 “NORAD” left wide open skies for, box cutter, (nudge nudge) hyjackers, flying into buildings, magical disappearing steel structures…. the centuries MAIN EVENT !!!!!!!! Yet low and behold “NORAD WILL BE !!!!! WE REPEAT WILL BE PRESENT AT THE FANTASTIC “SUPERBOWL” 2013 WOW !!!!!!!!!! FANFORKINGTASTIC>>>>>>>A LITTLE LATE TO THE PARTY BOYS ?????????
Priorities alittle messed up or what ?????
NORAD jets ready to protect Super Bowl skies 29 Jan 2013 Continental U.S. North American Aerospace Defense Command Region fighter jets, along with interagency partners, have been busy well before Super Bowl Sunday preparing to protect the skies around the Mercedes-Benz Superdome in New Orleans. Just like the teams in the Super Bowl, the Continental U.S. NORAD Region and their (CONR) member partners practice before the big game. Exercise Falcon Virgo 13 – Super Bowl, a NORAD air defense exercise, took place Jan. 29 in the greater New Orleans area to allow interagency partners the chance to practice procedures for responding to airspace violations.
Ok freudian on that last post
of course should be
Sep 11, 2001
You should have mentioned how the Children of Sandy Hook will also be singing at that worthless Superbowl.
Again, Sorry for jumping on you in that last post. BLAME my Fentanyl and Morphine and a host of other Forced Med’s in a Society where instead of fixing whats wrong the apply a band-aid instead.
You can see why so many Vet’s live under viaducts and in boxes. But there is always money for WARS.
Stephen G
January 30, 2013 – 5:55 am
K7,
RE: Greenrecovery’s comment. He was refering to General Ham and not radio ham as in yourself.
As for SSRI,s I am currently on a 90 mig daily dose of CYMBALTA. I have not left the house for months and i feel almost suicidal every single day. I guess they are not working then. Just like all the others i have been on over the years.
K7KTR
Hang loose brother, you’r a hammie huh ? I have a Mom who is a Ham Radio operator too.
Listen it may come a time (soon) but hope not that ham freq .will be our old/new internet so don’t trow them out yet or stop using them, best is the tube types, better boots,amps. res. and tubes can survive things that electronics just won’t (in the event) but hope not. Now having said the I think that You and Stephen G should contact me email you can get it from duff. If you so wish to do so.
yah right – can’t make a commercial referencing OTHER products – i’m pretty sure of that. So this soda stream must be owned by the coke/pepsi company.
If Soda Stream allows you to make a soft drink WITHOUT all the junk you get in Coke and Pepsi, then they have my vote. Bravo!
Agree!
We just want to make sure and vette these guys to make sure that, while they are doing good eco-work for mankind on one side, that they are NOT contributing directly or even indirectly to the occupation and apartheid within their home country of the native indigenous peoples.
They need to be fully investigated so that, if we do support them and buy their products, we know that they, like us, are standing up for ALL human rights and not just the chosen peoples!
I don’t think I’m going to buy their product if the article is correct about their primary location. I don’t have time to read the source articles. Excerpts from Wikipedia:
The EU’s highest court ruled in 2010 that Sodastream was not entitled to claim a “Made in Israel” exemption from EU customs payments because of the companies’ primary manufacturing plant location outside of Israel in the Israeli-occupied territories West Bank settlement of Mishor Adumim.[68][69][70]
Sodastream has been criticized for operating a manufacturing plant on land in the West Bank by the Israeli non-governmental organizations Coalition of Women for Peace[71] and Peace Now,[72] as well as other human rights organizations.[73]
In face of the criticism, Daniel Birnbaum, CEO of SodaStream, replied, “Our factories are apolitical. We don’t take sides in this conflict. (…) we are building bridges between us and the Palestinian population, and we provide our Palestinian employees with respectable employment opportunities and an appropriate salary and benefits. (…) I want people to finally realize that we’re talking about people and that peace is possible, despite the politicians. If there were another hundred companies like us extending a hand to the other side, we would have a peace agreement, because everybody wants it, including the Palestinians.[74]
Brian: Perhaps Birnbaum is full of crap. I wonder how many Palestinains are in management positions. The salaries and benefits are probably appropriate for subhuman Goyim.
I don’t know the date of the Birnbaum statement but I wonder if the most of the Palestinians have been replaced by cheaper foreign laborers.
You can buy a soda siphon with cartridges at over half the price from Amazon. Actually $40 versus their cheapest: $99. And SodaStream’s cylinders have to be “shipped by an authorized hazmat shipper.” Doesn’t use electricity or plastic bottles.
Priceless
**********http://www.youtube.com/watch?v=d_VSi1QEBgc&feature