sodastream – Techdirt (original) (raw)

DailyDirt: DIY Soda (Pop Or Whatever You Call Carbonated Beverages)

from the urls-we-dig-up dept

Making your own carbonated soft drinks has a few benefits — from knowing where all the ingredients came from (eg. no brominated vegetable oil) to getting the satisfaction of creating your own custom flavoring. It’s not quite as simple as punching a button on a vending machine, but it’s not exactly rocket science, either. Here are just a few links on being your own soda jerk.

• Sodastream has been around since 1903, but it went public on the Nasdaq in 2010 and started expanding its DIY soda making system to take on the big soft drink makers. But marketing itself as an alternative isn’t always easy, and it had to change its 2013 SuperBowl commercial to remove Coke and Pepsi logos. [url]
• The secret recipe for a can of Coca-Cola isn’t just getting the mixture of caramel coloring and phosphoric acid right; there are also a zillion other details from packaging and distribution that have been optimized. The top of the aluminum can is actually a different aluminum-magnesium alloy from the rest of the can, engineered so it can have a pop-top and still withstand the pressurized contents. [url]
• When making your own soda, be sure to use 100% essential food oils that are rated food grade. Recipes to make Open Cola and the “original” Coke are available, but there’s a bit of set up involved. [url]

If you’d like to read more awesome and interesting stuff, check out this unrelated (but not entirely random!) Techdirt post via StumbleUpon.

Filed Under: beverage, flavoring, food, open cola, pop, recipes, soda, soft drinks
Companies: coca cola, pepsi, sodastream

CBS Bans Commercial That Disparages Coke & Pepsi, But Lets Them Disparage Each Other

from the no-disruption-allowed dept

Oh, the benefits of incumbency. Sodastream is a cool new company that allows consumers to make their own carbonated beverages at home. Given its popularity, largely due to its ease of use, SodaStream’s stock has been on a run the last few months. It also possesses the potential to disrupt to established beverage companies like Pepsi and Coke.

Not surprisingly, SodaStream would like to advertise this fact. In fact, it is so keen on advertising the relative benefits of its product over the more traditional route of buying pre-made soda from the store that the company ponied up for a Super Bowl commercial. Unfortunately for SodaStream, the ad was rejected by CBS, not because it was too risque, but because it “disparages” other major advertisers (which is apparently more objectionable than borderline softcore porn a la GoDaddy and Mercedes). As Ad Age reported:

The content of its planned commercial seemed to have concerned CBS because it was a direct hit at two other Super Bowl sponsors and heavy network TV advertisers: Coke and Pepsi.

We’ve discussed elsewhere CBS’s newfound affinity for the ban hammer, but this isn’t even the first time this has happened to SodaStream. British regulatory authorities yanked Sodastream’s first major advertising campaign for “being too disparaging towards soda manufacturers like Coke and Pepsi.”

How disparaging was SodaStream that its ads were pulled from television? Well, it simply pointed out that SodaStream was more environmentally friendly than drinking off-the-shelf sodas because, with SodaStream, “you could save more than 2,000 bottles a year.” Wow, that is incendiary. Not safe for public consumption!

It gets better. Clearcast, the NGO — funded by the British broadcasters — that pre-approves most advertisements for British television, reportedly offered this rationale for pulling the ad:

The majority decided that the ad could be seen to tell people not to go to supermarkets and buy soft drinks, [and] instead help to save the environment by buying a SodaStream. [SodaStream] was also told that it constituted denigration of the bottled-drinks market.

Hypocritically, U.S. broadcasters have allowed Pepsi to air Super Bowl ads that bashed Coke directly, as Ad Age also pointed out:

Interestingly enough, Pepsi has scored big points with viewers over the years by showing Super Bowl ads with Coke deliverymen abandoning their employer wholesale for a sip of a Pepsi drink.

Moral of this story: Pepsi and Coke can attack each other over trivial differences in their products, but don’t attack the business model of big incumbent advertisers.

Fortunately, there is an upside for SodaStream. All the controversy that these ads have stirred has generated a buzz around them. The SodaStream “banned Super Bowl ad” has already generated more than two million hits on YouTube in two days and generated a media buzz around the company itself. And that’s without having to splash $3.8 million worth of cash for a Super Bowl commercial. Another example of the Streisand Effect in action.

[SodaStream is running a commercial during the Super Bowl, but it was forced to replace Coke and Pepsi with fictional soda companies. However, that ad only has a little more than 17,000 YouTube views in the last two days.]

Cross posted from Project-Disco.

Filed Under: ads, commercials, competition, disruption, soda, super bowl, superbowl
Companies: cbs, coke, pepsi, sodastream