CBS rejects SodaStream's Super Bowl ad
The commercial took aim at Pepsi and Coke, and that put the broadcaster in a very uncomfortable position.
SodaStream (SODA) has learned the hard way that it's not a good idea to take potshots at two of the Super Bowl's biggest advertisers.
CBS (CBS), which will broadcast the game on Feb. 3, has rejected the home soda-maker's Super Bowl ad. The issue? The commercial's content concerned the network because it took aim at Coca-Cola (KO) and Pepsi (PEP), reports Advertising Age.
It's not the first time SodaStream has courted censure with its commercials. While the advertisements aren't racy or wild, they seek to illustrate the benefits of making soda at home, rather than buying soda from the store. To that end, its first global ad campaign depicted ordinary consumers making soda at home, while shelves and warehouses filled with plastic-bottled drinks disappeared.
That message was deemed strong enough to get the commercial yanked in the U.K. late last year, with regulators deciding the campaign was too denigrating toward soda makers.
For its rejected Super Bowl ad, SodaStream took an even stronger jab at the soda giants, AdAge notes. The spot depicted truck drivers in clothing with Pepsi and Coke logos, SodaStream chief marketing officer Ilan Nacasch told the publication.
"We had submitted an ad that we preferred to show, but it was not approved, perhaps due to being too provocative regarding the bottled-soda industry," SodaStream spokesman Yonah Lloyd tells MSN Money in an email.
The new plan is for SodaStream to air an older ad that was tweaked by its agency, according to a tweet from Alex Bogusky, the co-founder of SodaStream's ad agency Crispin Porter + Bogusky.
Creating controversy with proposed Super Bowl commercials isn't unheard of these days. The animal-rights activist group PETA, for one, often aims for attention by creating envelope-pushing Super Bowl ads. No surprise that their ads, which have featured scantily clad women having fun with vegetables, have been rejected by the networks airing the Super Bowl.
As for SodaStream, the company wasn't trying for an attention grab by getting its commercial rejected, according to AdAge.
"We really tried to comply with the standards" from CBS, Nacasch said, according to the story.
The company didn't hear from anyone from the beverage industry, SodaStream's Lloyd notes.
Pepsi will air two 30-second spots, while Coke will air one 60-second ad in the first quarter, according to AdAge.
--Aimee Picchi owns shares in PepsiCo. She has not bought or sold the stock in the past 12 months.
More on moneyNOW
Sugar? No. How about high-fructose corn syrup.
With shipping costs skyrocketing, I think a home based soda maker that would take Pepsi and Coke marketed "flavor packs" would be nice, add your own sugar or sweetener as you see fit.
No more cans of soda shipped from who knows where made with who knows what water and corn syrup, and everyone wins.
Copyright © 2014 Microsoft. All rights reserved.
Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.
[BRIEFING.COM] Recent action saw the S&P 500 (+0.1%) slip to a session low, while the Nasdaq Composite (-0.1%) is now in the red.
The tech-heavy Nasdaq has trailed the S&P 500 since the start and has been pressured into negative territory by the continued underperformance of chipmaker stocks. The PHLX Semiconductor Index has widened its loss to 0.8% amid weakness in 29 of its 30 components.
Furthermore, the index has also been pressured by the biotech group, which has ... More
More Market News
Only one of these troubled companies is worth owning, says Jim Cramer.
MUST-SEE ON MSN
- Video: Easy DIY smoked meats at home
A charcuterie master shares his process for cold-smoking meat at home.
- Jetpacks about to go mainstream
- Weird things covered by home insurance
- Bing: 70 percent of adults report 'digital eye strain'