New Orleans, LA - Banned From The Super Bowl, Israeli Company's Ad Goes Viral On YouTube
New Orleans, LA - Among the many advertisements to be running during today’s coveted Super Bowl is one from an Israeli company, that has not only revolutionized the beverage business by mass marketing home soda makers, but has also been the subject of much controversy with its planned ad for the annual mega-sporting event banned by CBS just days before it was set to air during the game’s fourth quarter.
According to Yonah Lloyd, Chief Corporate Development and Communications Officer at SodaStream, located behind Ben Gurion Airport, SodaStream is possibly the first Israeli product to ever run an advertisement during the Super Bowl. The world’s leading manufacturer and distributor in the home soda maker business, SodaStream uses pressurized carbon dioxide canisters to transform water into seltzer. The company also markets 150 syrups, allowing the user to create their own flavored sodas at home. All flavors, including eleven brand name syrups such as Kool Aid, Country Time and Crystal Light, are certified kosher by the Orthodox Union and was approved for use on Shabbos by both R’ Shlomo Zalman Auerbach as well as the Orthodox Union.
The Unaired SodaStream Ad.
“Our mission is to revolutionize how consumers enjoy soda at home by turning water into soda in seconds,” Lloyd told VIN News. “Convenience and environment are two of the key benefits that are compelling to consumers. Others include value, as it saves you money and having a healthier alternative to store bought soda, something that particularly appeals to the American kosher consumer which typically has large families and may be very health conscious.”
The company decided to place its thirty second ad in this year’s Super Bowl, specifically targeting the fourth quarter, when it expects many viewers to be surrounded by empty beverage containers, hoping that its message of eliminating the need to carry, store and dispose of numerous bottles will strike a chord with the Super Bowl audience.
“It is the right time now, give out expanded distribution across 15,000 stores. The Super Bowl is the best venue, bringing our message to over 100 million viewers,” explained Lloyd.
But its original ad, which showed bottles of Coke and Pepsi exploding as a SodaStream user creates his own bottle of cola, reminding users that usage of the home soda maker is the more environmentally conscious, convenient and economical choice, was banned by CBS, the network airing the Super Bowl, last week.
Reports in the AdAge claim that the ad was banned because it was a direct affront to Coke and Pepsi, both major sponsors of the annual sporting event. A similar ad was banned in the United Kingdom in November for similar reasons. While SodaStream will be running a revised ad during the Super Bowl, the original ad, which was posted on YouTube on January 30th already has over 2,400,000 hits, giving the Israeli company an unexpected publicity bonus.
SodaStream has twenty factories in nine different countries. Their primary factories in Israel are in Mishor Adumim, Ashkelon, Kiryat Shemona and Alon Tevor.
Sodastream trades on the Nasdaq market under the ticker symbol SODA
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