(Photo source: SodaStream drinks )
SodaStream is cooperating with Alex Bogusky, a former advertising executive and principal of the company Crispin Porter + Bogusky, to work on a Super Bowl ad which will be presented next year. That mission has led him to come up against former clients, including Coca-Cola, which dismissed a recent Bogusky-produced anti-sugar video as “grandstanding“.
SodaStream may appear like another challenge to Coke, which is also advertising during the game (Pepsi is also sponsoring the halftime show.) However, the move is apparently more about protecting the environment. SodaStream proclaims the average consumer can save 2,000 bottles and cans a year.
Neither Bogusky nor SodaStrean have defined the creative methods for the ad, which will run during the fourth quarter of the game. The ad below shows competing sodas blowing up. The ad was banned in the U.K. after regulators there ruled that the ad “denigrated” the bottled drinks industry. In response, SodaStream has run a black-screen ad with white text stating “If you love the bubbles set them free”.