It’s been a trying week for SodaStream, but that won’t burst their multi-flavoured bubbles. SodaStream, of course, is the brand known for challenging the soda status quo with its make-at-home soda product, a healthier and more environmentally responsible option to traditional soda. Despite paying top dollar as a Big Game advertiser for a coveted Super Bowl timeslot, FOX quickly censored the 30-second spot with Game Day just days away, insisting it be adapted. Why? The spot, created by advertising icon Alex Bogusky and featuring Scarlett Johansson as their first-ever global ambassador, included what the brand calls a “light-hearted” mention of its soda giant competitors in Johansson’s line, “Sorry, Coke and Pepsi.”
SodaStream points out that comparative advertising is permitted and frequently seen during the Big Game. The company is determined to stay in the game, and continues to fight to spread the word about the brand and its key health and environmental messaging. While a censored version of the original ad will air during the fourth quarter, SodaStream released the uncensored version of the video earlier this week and is encouraging its spread.
In other less-than-ideal (depending how you look at it) SodaStream news, it was announced yesterday that Johansson would part ways with anti-poverty group Oxfam as their global ambassador due to the organization’s objections to SodaStream’s plant in an industrial park that borders the Maaleh Adumim settlement in the West Bank. Such Israeli settlements, which Palestinians view as part of their future state, are considered illegal by most international standards. SodaStream CEO Dan Birnbaum has defended the choice, pointing out that the plant employs about 500 Palestinians, who work alongside Israeli Jews.
Despite all this background noise for the company, when you take an underdog product like SodaStream, a Hollywood star like Johansson, and an advertising platform like the Super Bowl, expectations are massive to deliver a commercial that takes the world by storm and gets people talking. We caught up with Sean Cunningham, Marketing Manager of SodaStream Canada, to hear his thoughts on the Super Bowl censorship…
What positive comes from the controversy surrounding the Super Bowl?
While we are disappointed the original version of our Super Bowl spot will not air Sunday, we are thrilled to see the response from Canadians. By seeking out the spot online and beginning a conversation around SodaStream, Canadians are engaging with what we stand for in consumer empowerment and smarter consumption. We have a strong truth to tell – there is a better way to enjoy sparkling drinks that are better for consumers and better for the planet. With our spot being banned, it has driven more Canadians to watch our spot online, which is obviously a positive side effect from this censorship.
Did you have any suspicions that the ad could be banned? Are you surprised that it was?
We were surprised to learn the spot was banned by FOX despite being legally cleared to air in the U.S. Different brands mention their competitors often in advertising, so we were frustrated that FOX decided our ‘Sorry, Coke and Pepsi’ line was not acceptable. We believe Canadians have a right to understand that there are better options available to them when it comes to sparkling drinks in comparison to what the industry currently provides. At SodaStream, we are advocates of putting the consumer in control so that they can decide what goes into each sparkling drink they make and enjoy it knowing it’s not harming the environment. Our Super Bowl spot speaks to what we stand for as a brand, and it’s too bad FOX felt the need to silence us in protecting the soda titans.
What, in your opinion, is the best way to react as a company to an issue like this? To keep your mouth shut, or to fire back?
We believe Canadians should be able to make up their own mind, which is why we released the uncensored version of our Super Bowl spot this week. We want everyone – from our fans to those just learning about SodaStream – to see and appreciate the true message we intended for them to see. We are the underdog in this industry, but we believe we have the smarter solution to better consumption, and as evidenced by many SodaStream users today, our fans love this brand, what we stand for, and the positive user experience. No matter how many times they silence us, we’ll find a way to keep spreading our message.
Scarlett Johansson is an obvious fit as a brand ambassador. What words of advice would you give brands in selecting a suitable face of the company/using a celebrity for marketing purposes?
You need to ask yourself if this person not only aligns with but embodies your company’s core values. It’s not about cosmetic appearance or perceived popularity. An ambassador that believes in what you as a company are doing will do more than show up for pictures but go the distance in advocating for your brand and your business. Scarlett is a long-time user of SodaStream and genuine fan of our products; a role model for healthy body image; and a champion for environmental responsibility – making her the perfect choice for our global ambassador. She truly embodies our brand values.
Do you think that the Johansson/Oxfam controversy will also offer a good opportunity to highlight the positive contributions of the company, or will it present a major challenge for brand image?
We do not comment on Scarlett Johansson’s relationships outside of her work with SodaStream.
Fair enough. What, in your opinion, is the greatest marketing challenge facing brands these days?
The greatest marketing challenge facing brands is saying something meaningful and entertaining, in a timely and easily digestible way, so today’s high-expectation consumer not only ‘likes’ you, but is driven to act.
Despite SodaStream’s naysayers, the uncensored ad continues to generate viral buzz online at this very moment, proving that (whether intentionally planned to get banned, as some advertising experts claim) the ordeal was indeed a positive for brand exposure. The revised ad will air on Sunday evening. Stay tuned!
#LYNL | (Live Your Notable Life)
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