SodaStream is the world’s leading brand for simple DIY carbonated drinks that are retailed in thousands of stores across the world. Every year SodaStream provides over 600 million litres of carbonated beverages to more than 10 million households, making it one of the largest beverage companies in the world.
SodaStream is a household alternative to purchasing pre-packaged bottles or cans making the brand far more environmentally-friendly compared to its soft drink competitors. SodaStream wanted to highlight this in their most recent ad. They released their advert titled ‘The SodaStream effect’ which shows unidentified soft drinks in plastic bottles exploding every time someone uses their SodaStream.
A decision was made my Clearcast to ban the advert from TV as the major commercial broadcasters have ruled that the ad ‘denigrates the soft-drinks industry’ by giving the message that viewers should avoid bottled drinks to save the environment.
Shortly after the ban SodaStream then launched a protest with a print campaign which states, “Censored, with SodaStream you can save 1,000 bottles a year” , but will SodaStream face another ban, as they imply the same message just in a different medium?
The ad is still available to watch on YouTube and also available on SodaStream’s Facebook page, along with encouragement for consumers to express their view on the ad ban with the line “Stand up and be heard”.
SodaStream is now seeking legal advice following Clearcast’s decision to uphold the ban.
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The SodaStream Facebook page featuring the banned ad can be found here.