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Stifel Nicolaus delivers a mixed message on SodaStream (SODA). While the firm's channel checks...

Stifel Nicolaus delivers a mixed message on SodaStream (SODA). While the firm's channel checks show the promise of low inventories at outlets and stores, it also notes Q1 EPS estimates might not take into account a costly Super Bowl advertisement that SodaStream plans to run. The buzz on the pricey commercial is that it will take on fellow Super Bowl ad buyers Coca-Cola and PepsiCo directly on sustainability issues.
Comments (5)
  • Well I do believe the so called "lack of accounting" for the expense of the Super Bowl commercial won't faze it a bit on the bottom line and in fact will encourage momentum. The company is getting ever so very popular meaning the more they spend on advertising the more they will gain. Parents love it for their kids, the product tastes better than Pepsi or Coke could offer (taste test validated), not to mention that we are still in a bad economy which means economics at home make sense. For the "green" thinkers......what more could they ask for? There is virtually almost no waste for landfills. This company seems to be pristinely run with every cost effective strategy well entrenched. Short sellers......beware!
    4 Jan 2013, 01:36 PM Reply Like
  • 8 Million short out of about 17 million short. Many thought slow co2 growth was = to "its a fad". People on youtube indicate that consumers are finding many alternate ways to get co2. This actually makes the soda more competitive against coke and pepsi. After the Superbowl ad the media will catch on to the big battle with Coke and Pepsi and the banned ad. There will be much free press. As they move into India an China the low cost concept will be very powerful.
    7 Jan 2013, 07:30 AM Reply Like
  • Commercial has already run (and been banned) in an early version in the UK. It's fine, conservative and ecological. SODA's hidden appeal is to kids; they'll bug their parents to get green. Parents will like the dollar savings. Barrier to entry on store side is cartridge return process and permits. Syrup competition from Coke, Pepsi will Never come about. Quality control and brand risk will prevent them from entry.
    4 Jan 2013, 01:36 PM Reply Like
  • 8 Million short out of about 17 million short. Many thought slow co2 growth was = to "its a fad". People on youtube indicate that consumers are finding many alternate ways to get co2. This actually makes the soda more competitive against coke and pepsi. After the Superbowl ad the media will catch on to the big battle with Coke and Pepsi and the banned ad. There will be much free press. As they move into India an China the low cost concept will be very powerful.
    7 Jan 2013, 07:30 AM Reply Like
  • response to Stifel's bearish outlook forthcoming. http://bit.ly/VDrcTz.
    6 Jan 2013, 08:45 AM Reply Like
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