Home carbonated beverages maker SodaStream International Ltd. (Nasdaq: SODA) today announced that it will air a revised version of its "SodaStream Effect" advertisement for the Super Bowl on February 3, and that the original ad would be aired online and on other television networks.
Last week, "Ad Age" reported that CBS had rejected the Super Bowl spot that Alex Bogusky was preparing for SodaStream. "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."
Today, SodaStream said that the revised ad will be presented to more than 100 million Super Bowl viewers.
The company says that it empowers consumers to make their own fresh soda at home in seconds, without the devastating environmental impact of plastic soda bottles and cans, which litter our parks and oceans. "500 million bottles and cans are manufactured every day in the US and less than 50% are recycled, causing untold damage to our environment,” said SodaStream CEO Daniel Birnbaum. “Our ad confronts the beverage industry and its arguably outdated business model by showing people that there exists a smarter way to enjoy soft drinks. One day we will look back on plastic soda bottles the way we now view cigarettes; as a dangerous vice, not as an easily-accepted feature of everyday life."
The SodaStream Effect ad makes this case explicit. In the spot, various consumers use SodaStream; the moment they press down on its carbonation lever, plastic soda bottles disappear from warehouses, trucks and elsewhere, to the surprise of warehouse managers and soda deliverymen. The voiceover states that "with SodaStream, we could have saved 500 million bottles on Game Day alone."
A second spot, "Game Changer", specifically intended to air during the Big Game, takes the core concept to an even more entertaining direction. In this ad, rival drivers from the two largest big soda brands face off in a supermarket parking lot. Preparing for delivery, they stack their soda cases one atop the other, their pace quickening, until they break into a sprint, feverishly trying to beat the other to the supermarket’s front door. In a flash, their plastic bottles disappear, thanks to SodaStream. However, because the two big soda brands are clearly identified in 'Game Changer' the ad was rejected.
SodaStream CMO Ilan Nacasch said, "We understand that the 'Game Changer' ad may be uncomfortable to the Big Soda companies, but we are proud of the ad and the truth that it brings to the American consumer. We created a spot that is fun and entertaining, yet thought-provoking. We are sure consumers will love it, and will air it for them to see online and on other television networks."
SodaStream USA president Gerard Meyer added, “SodaStream is leading a revolution in the US beverage industry with a convenient, cost effective system that lets consumers enjoy fresh, fizzy soda at home in seconds. Consumers are embracing SodaStream and US retailers have taken notice. We are now in more than 15,000 retail stores in the US and this will continue to grow. One household at a time, SodaStream is making store-bought soda a relic of the past."
Both the full ad and the revised ad are available on YouTube: Game Changer SodaStream Effect.
Published by Globes [online], Israel business news - www.globes-online.com - on January 31, 2013
© Copyright of Globes Publisher Itonut (1983) Ltd. 2013