Caution: SodaStream Bubbles Are More Controversial Than They Appear
Football fans are already gearing up to watch a variety of entertaining commercials during Super Bowl XLVIII, but New York Mag elucidated Monday that some advertisements might be more controversial than others. SodaStream International (NASDAQ:SODA) will take the spotlight between plays of the big game, but the location of the Israeli company’s manufacturing plant in occupied territory in the West Bank is already leading some to take its product’s “guilt-free bubbles” and rename them “blood bubbles.”
Sodastream’s location in occupied territory complicates its marketing because its product is now offending the politically informed far left segment it typically appeals to. Sodastream’s machines work by turning tap water into carbonated goodness with just three pumps of a recyclable carbon dioxide cartridge, but its beverage has quickly become a humanitarian issue for drinkers who refuse to buy or endorse the products of a company whose views they don’t agree with.
New York Mag reported Monday that SodaStream has been popular in Europe since the seventies, but only recent cracked the North American market after the company was purchased by one of its Israeli distributors. CEO Daniel Birnbaum now runs the Sodastream ship, and appeals directly to those healthy, green consumers who want an alternative to Big Soda corporations, but his company is poised to face a batch of bad publicity as leftists recognize its company’s location and call for comprehensive boycott, divestment, and sanctions of Israel, known as BDS.