SodaStream Launches New Ad for DIY Beverage Carbonation System as Controversy Bubbles Over UK Censure

Banned Ad Pushing Environmental Accountability Moves to YouTube; Tops 1 Million Views

WINNIPEG, Manitoba, Dec. 6, 2012 /CNW/ - In-home beverage carbonation systems maker SodaStream recently announced that its interim ad is on the airwaves after a TV advertising approval body nixed broadcast of its original ad in the UK, calling it "denigration of the bottled drinks market." The "Bubble Blackout" ad directs viewers to the banned ad on YouTube, where more than 1 million users have viewed it.

The original ad, "The SodaStream Effect", shows people making soda at home using the SodaStream machine, which carbonates tap water that can be flavored with different syrups. As bubbles build inside the canister, the scene cuts to images of exploding plastic bottles and viewers learn they can save 1,000 bottles a year with a SodaStream, which uses glass canisters and reusable plastic.

Clearcast, which pre-approves TV advertising in the UK, pulled the plug on the ad, which was set to debut November 29 during ITV1's "I'm a Celebrity…Get Met Out of Here". In a statement, Clearcast said, "The ad could be seen to tell people not to go to supermarkets and buy soft drinks, instead help to save the environment by buying a SodaStream." The banned ad is being broadcast in Canada and other countries.

Calling UK-based Clearcast's decision "absurd," SodaStream's created the interim ad that issues a call to action: "If you love the bubbles set them free." SodaStream's appeal of Clearcast's verdict will be decided December 3.

"We are confident that the British consumer is sophisticated enough to recognize that the "Blackout Bubble" is only a filler ad and that we're inviting them to see the real advert on YouTube and decide for themselves whether a ban is justified," said Fiona Hope, SodaStream UK Managing Director.

Amid the percolating controversy, SodaStream is awash in media coverage as a result of its latest strident call to tame environmental waste. The company estimates in the UK alone 35 million bottles are discarded and only about 45 percent recycled. In an interview published the Wall Street Journal in November, SodaStream CEO Daniel Birnbaum criticized soft drink giants for adhering to a business model that compounds environmental damage and waste.

About SodaStream Canada
SodaStream manufactures beverage carbonation systems, which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water. Soda makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water. The Company's products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use. In addition, its products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles. SodaStream products are available at more than 60,000 retail stores in 45 countries. For more information, visit www.sodastream.ca

SOURCE: SodaStream

For further information:

Melanie Kreiter, SS | PR, +1-847-415-9320, mkreiter@sspr.com

http://www.sodastream.ca


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