SodaStream hits back at Clearcast ad ban

Sodastream: 'Sodastream effect' TV campaign
Sodastream: 'Sodastream effect' TV campaign

SodaStream is launching a protest TV ad in response to a decision by Clearcast to ban its £11m campaign, two hours before debuting last week.

The new ad features a black screen, with the words: "If you love the bubbles set them free". The end frame then directs viewers to YouTube, where the banned ad can still be seen.

The 30-second TV ad will appear tonight during ITV1's 'I'm a Celebrity... Get Me Out of Here!'

Only hours before its planned launch last week, Clearcast ruled that the original "SodaStream effect" ad, created by Alex Bogusky and Rob Schuham at Common Agency, could not go out due to "denigration of the bottled drinks market".

The creative featured batches of unidentified soft drinks in plastic bottles spontaneously self combusting every time someone used a SodaStream. The voiceover then stated, "With SodaStream you can save 1,000 bottles a year".

Fiona Hope, SodaStream UK managing director, said the decision to ban the global ad was ridiculous. "We would still like to allow UK viewers the chance to see our advert that has been aired across many other countries. We’re inviting them to see the real advert on YouTube and decide for themselves whether a ban is justified."

Hope added that 35 million bottles are discarded in the UK every day, but only 45% are recycled. "In this day and age it makes no sense to hold back the truth from consumers, even if that truth isn’t comfortable to some of us."

Although the same campaign had aired in the US, Australia and Sweden, Clearcast said in a statement: "The majority decided that the ad could be seen to tell people not to go to supermarkets and buy soft drinks, instead to help save the environment by buying a SodaStream. We thought it was denigration of the bottled drinks market".

A final decision as to whether the ad can be aired will be made on 3 December.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug