Football fans look forward to one stellar event every year: Super Bowl. It’s a matchup not only about football, but also parties, halftime shows, and multimillion-dollar commercials.
Coca-Cola offered a touching commercial embracing different cultures; a concept that fits their worldwide distribution of products. Budweiser’s commercial played on cuteness. Who doesn’t love puppies!
Sodastream aired their commercial featuring Scarlett Johansson. Sodastream, which manufactures their machines in a factory in an Israeli settlement, put Johansson in the middle of controversy the week leading up to the Super Bowl. Oxfam, an organization that “works with partner organizations and alongside vulnerable women and men to end the injustices that cause poverty,” the website said, distanced themselves from Johansson that same week. More recently, Johansson decided to step down as Oxfam’s global ambassador.
The Middle East controversy overshadowed the “low-blow” to Coke and Pepsi. The edited version was featured during Super Bowl leaving out the dig to its competitors, but the full unedited commercial, with more than 12 million views, is available on YouTube. Sodastream went as far as creating the hashtag “sorrycokeandpepsi.” Search the hashtag on Twitter: No results.
A giant is fighting back. Unknown if planned or in response to the Sodastream ad, Coca-Cola announced that it has bought a 10 percent share in Green Mountain Coffee Roasters. Coca-Cola plans to feature their products in Green Mountain’s Keurig Cold machine. Where did Sodastream’s plan go wrong? Did their angle to reach audiences encourage sales or will it fizzle out against soda giants?