Move over Bud Lite and GM, SodaStream is coming to the Super Bowl XLVII. While the Israeli-made home soda maker will not be seen in the stands, it will be viewed on TV screens across the country and around the world, making it the first Israeli product to be advertised in a Super Bowl commercial.
With record third quarter revenues and sales increases, it appears that SodaStream is ready to drop something in the environs of $3.8 million on a 30-second spot.
Those who follow the advertising business may be wondering if the company, which has been publicly traded on Nasdaq since November 2010) will change concepts for its Super Bowl ad, given the frustration it has endured recently as a result of its current commercial showing hundreds of soft drink bottles exploding when a person uses a SodaStream machine. The message is obvious—you can save a lot of plastic (2,000 bottles per year, the ad tells us) and a lot of money by buying a SodaStream.
SodaStream claims it is simply “setting the bubbles free,” as it slogan goes, but Clearcast, the organization that pre-approves television advertising in the UK, banned the commercial on the grounds that it “denigrates” the bottled drink industry. In response, SodaStream is investigating its legal options.
With brazen defiance, just a day before he is due to meet with the European Union’s high representative for foreign affairs Catherine Ashton, Israeli Prime Minister Benjamin Netanyahu went over the Green Line and defended building there.
“United Jerusalem is Israel’s eternal capital, we have a full right to build in it,” he declared today in Gilo, a Jerusalem neighborhood build on land that Israel conquered in 1967.
Netanyahu has been under strong international criticism, including from Ashton, for a plan which became public last week to build 797 new homes in GIlo.
Standing not far from the site of the new homes he said: “We have built Jerusalem, we are building Jerusalem and we will continue to build Jerusalem. This is our policy and I will continue to back building in Jerusalem.”
Netanyahu was doing what the Israeli right loves the most, namely showing that he’s a strong leader who won’t be bullied from his Zionistic credentials (which are seen as synonymous with pro-settlement credentials) by even the most powerful of world leaders. And yes, if you think it has the whiff of election posturing to it you would be right. But which elections?
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