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.