SodaStream’s Super Bowl Opportunity for Israel

December 26, 2012 10:53 am 0 comments

A SodaStream outlet.

It was the most watched television program in US history. And in 2013, Israel will be represented. The Olympics? Nope. Rather the American Version of the Roman Coliseum. Late in the fourth quarter, right when all the used empty bottles will line tables and countertops, the Israeli company SodaStream will debut a :30 second TV spot on Super Bowl XLVII.

A report on this news in The Jerusalem Post last week quoted Yonah Lloyd, Chief Corporate Development and Communications Officer at SodaStream International saying, “We’re going after Coke and Pepsi in their prime time slot of the year.”

Holy David’s sling Batman! This time we’re taking on two giants.

And giant killing ain’t cheap. The NFL’s matchup on February 4th on CBS, presents the costliest seconds known to Madison Avenue running around $3.8 million for a half-minute of fame.

Such savvy, party-crashing, challenger brand tactics—like those previously utilized by the Israeli company—were banned by broadcasters in the United Kingdom under an intimidated [sic] (woos) excuse it would hurt competition. According to a MediaPost piece by David Goetzl, Clearcast, the body that approves ads for a group of UK commercial broadcasters, turned it away saying, “The ad could be seen to tell people not to go to supermarkets and buy soft drinks…We thought it was a denigration of the bottled drinks market.” In the States, such straightforward methods are as common as, well, lines of empty bottles after a Super Bowl party.

Along with being banned in fuddy-duddy ole England—which itself is a hotbed of anti-Israel venom (or as The Daily Mail’s Melanie Phillips calls it, “the brand leader in a ‘deranged revulsion’ in the demonization and delegitimization of Israel”), the manufacturer gets the fizz knocked out of it in the Googlesphere.

Search “SodaStream” and the results will be a shaken-up, explosion of recycled BDS (Boycott, Divestment, Sanctions) hatred aimed at crushing a company that’s actually doing some good for the environment. SodaStream even employs approximately some 450 Palestinian Arabs and 400 Israeli-Arabs in its five manufacturing plants in Israel, including Alon Tavor, Ashkelon and one in Mishor Adumim. You’d think it would get some praise. (Whether Britain’s choice to ban the ad smacks of some kind of Left-arm-twisting, might be worth some snooping by a Holmes-Watson team.)

Luckily, and above this fray, the world will see a commercial created by ex-Crispin Porter Bogusky adman Alex Bogusky (a wunderkind in marketing circles), that presents the product as the hero out to tackle Pepsi and Coke’s home turf during the NFL matchup.

Bogusky, who was enormously successful in the 2000s, parted ways with his agency in 2010 and has since turned his talents towards being an “insurgent in the new consumer revolution” at his new venture, FearLess Cottage.

His knack for employing clever creativity as a publicity device will no doubt generate a lot of media attention focused on both SodaStream, and in turn, Israel in the coming weeks. As ad columnist, Stuart Elliott of The New York Times notes, Super Bowl hype has already kicked off!

For Israel, a country that’s a leader in the green revolution, the mass appeal of the Super Bowl is a winning opportunity to gain enormous yardage in the battle for hearts and minds. Indeed, maybe rather than airing a disclaimer (like so many advertisements do), SodaStream could actually note that the product is made in Israel (along with ½ the technology stored in the devices couch potatoes are watching the game on.) Maybe then the world will get up, take note and cheer.

Abe Novick is a writer and communications consultant and can be reached at abebuzz.com. This article was originally published by the Jerusalem Post, reprinted with permission of author.

Leave a Reply

Please note: comments may be published in the Algemeiner print edition.


Current day month ye@r *

More...

  • Book Reviews Personalities How a Jewish Leader With 3 Months to Live Created a ‘Seminar’ on Life

    How a Jewish Leader With 3 Months to Live Created a ‘Seminar’ on Life

    JNS.org – What would you do if you found out that you had only three more months to live? Gordon Zacks was a successful businessman, a leader of Jewish life, and a confidante and adviser to President George H.W. Bush. He knew that he had prostate cancer, but doctors advised him that it was very slow-growing and nothing to worry about. Then came the day when the doctors told him his cancer metastasized to his liver, and that he had [...]

    Read more →
  • Blogs Theater 10 Things I Learned From My Play About Holocaust Denial

    10 Things I Learned From My Play About Holocaust Denial

    Last month, my one-man show Hoaxocaust! Written and performed by Barry Levey with the generous assistance of the Institute for Political and International Studies, Tehran ran in the New York International Fringe Festival, where it won an Overall Excellence Award. The play has now been selected to run in the Fringe Encores Series at Baruch College’s Performing Arts Center, for four performances which started on Thursday, September 11. Getting the play to the stage was not easy, however. Here are [...]

    Read more →
  • Arts and Culture Israel Israeli Music Producer Racks Up Over 535,000 YouTube Hits – in Two Days

    Israeli Music Producer Racks Up Over 535,000 YouTube Hits – in Two Days

    Phenomenon: Tel Aviv-based musician and “sampler” extraordinaire, Kutiman (aka Ophir Kutiel) has hit another one out of the park with “Give It Up,” a fully-functioning song in its own right, assembled from hundreds of ameteur and instructional music videos. The Jerusalem-born musical prodigy is best know for his diverse online musical projects. In the latest video, uploaded to YouTube on Sept. 12th, Kutiel thanked most of the musicians and individuals he chose to include in the meticulously-edited clip, which opens with [...]

    Read more →
  • Theater US & Canada Behind-the-Scenes Reel of Ridley Scott’s Moses Epic Shows Scenes Using 4000 Extras (VIDEO)

    Behind-the-Scenes Reel of Ridley Scott’s Moses Epic Shows Scenes Using 4000 Extras (VIDEO)

    A recently released behind-the-scenes reel of Ridley Scott’s upcoming film Exodus: Gods and Kings shows just how far the director has gone to portray one of the Bible’s most famous narratives. In the clip, which shows scenes involving up to 4,000 extras, the visionary director discusses what drew him to the biblical tale of Moses. “The Moses story was a massive challenge, which I really love. I wanted to explore the complexity of his character and I was stunned by [...]

    Read more →
  • Arts and Culture Jewish Identity Turner Classic Movies Showcases ‘Broad Sweep’ of the Jewish Experience on Film

    Turner Classic Movies Showcases ‘Broad Sweep’ of the Jewish Experience on Film

    JNS.org – Since 2006, the Turner Classic Movies (TCM) cable and satellite TV network has hosted “The Projected Image,” a month-long showcase examining how different cultural and ethnic groups have been portrayed on the big screen. At last, after previously covering African Americans, Asians, the LGBT community, Latinos, Native Americans, Arabs, and people with disabilities, the annual series is delving into Jewish film this month. “The Projected Image: The Jewish Experience on Film,” whose first segment aired Sept. 2, runs [...]

    Read more →
  • Book Reviews Jewish Identity An Inside Look at the Hasidim (REVIEW)

    An Inside Look at the Hasidim (REVIEW)

    The sight of young girls in pinafores and young boys wearing peyos – sidelocks – dangling over their ears is a sure sign that you have entered the enigmatic precincts of the Hasidim – the pious ones. Veteran New York Times journalist Joseph Berger’s new book, THE PIOUS ONES: The World of Hasidim and their Battles with America, takes the reader on a journey into the enclaves where various sects of Jews live a seemingly outmoded way of life in [...]

    Read more →
  • Arts and Culture Jewish Identity How Jewish Television Pioneer Milton Berle Inspired Modern Comedy Stars

    How Jewish Television Pioneer Milton Berle Inspired Modern Comedy Stars

    JNS.org – Today’s comedy superstars, especially those whose careers are driven by television, may very well owe their success to pioneering Jewish entertainer Milton Berle. Born Mendel Berlinger in Manhattan in 1908, Berle became America’s first small-screen star. Aptly nicknamed “Mr. Television,” he influenced and helped promote the work of hundreds of younger comics. “Milton Berle was deceptively successful and very Jewish,” says Lawrence Epstein, author of The Haunted Smile: The Story of Jewish Comedians in America, published the year [...]

    Read more →
  • Jewish Identity Sports Jewish ‘Hoops Whisperer’ a Secret Weapon for NBA Stars

    Jewish ‘Hoops Whisperer’ a Secret Weapon for NBA Stars

    JNS.org – Idan Ravin’s friends chipped in to buy him a humble but life-changing bar mitzvah gift—a basketball hoop his father attached to the roof of his garage. Little did his friends know that years later, he would be the personal trainer of National Basketball Association (NBA) stars Carmelo Anthony, Kevin Durant, Dwight Howard, and Stephen Curry. Ravin’s new book, “The Hoops Whisperer: On the Court and Inside the Head of Basketball’s Best Players,” details his rise from a Jewish upbringing [...]

    Read more →



Sign up now to receive our regular news briefs.