SodaStream knows how to deal with Super Bowl rejection

For the second year in a row, SodaStream's (SODA +0.7%) Super Bowl advertisement has been rejected by the broadcaster airing the game.

The company says Fox (FOXA) fears reprisals from Coca-Cola and PepsiCo because the brands are called out by name in the spot.

What to watch: Last year, SodaStream's aired its banned ad on YouTube and picked up 5M views from the publicity kicked up by a rejection. It might go back to the same play this year. (SodaStream YouTube channel)

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Comments (3)
  • User 7227511
    , contributor
    Comment (1) | Send Message
    Management at SODA must be a bunch of idiots! If it was rejected last year due to directly naming the largest soft drink sellers in the world then why in the world would they ever spend that kind of money to create a spot knowing full well it would probably get rejected again? One does not need to name Coke & Pepsi by name. There's not a single person on this planet that's capable of buying a SODA machine that is not already aware of who SODA would be going after in their commercials. And, while Coke & Pepsi are the largest by far, they are not the only ones SODA is seeking to replace. Dr. Pepper, 7-Up plus countless other generic brands should be in SODA's sights as well. No need to name any of them in commercials. What they are trying to convey is obvious to anyone. Now they've spent a great deal of money and can only expect a fraction of the results a prime time commercial would bring. What Morons! I can only hope better for the stock.
    27 Jan 2014, 07:37 PM Reply Like
  • Timberwolf Equity Research
    , contributor
    Comments (520) | Send Message
    1) they get free publicity...that's why. 2) and they don't have to pay the rates if it doesn't get broadcast. Bam! just killed two flies with one strike!
    28 Jan 2014, 04:56 AM Reply Like
  • wwilliamss
    , contributor
    Comments (97) | Send Message
    That is exactly the case !
    Free publicity.
    Management knows,what they are doing in this case.
    28 Jan 2014, 10:55 PM Reply Like
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