SodaStream Plans to Come Back and Squirt Coke, Pepsi in Super Bowl

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Last year SodaStream got stymied in its efforts to take direct aim at Coke and Pepsi with an ad during the Super Bowl. But this year the startup has promised to come right back at the soft-drink giants with an in-your-face spot during the next Big Game on February 2 at Met Life Stadium.

The difference, SodaStream International CEO Daniel Birnbaum told Advertising Age, is going to be that Fox is airing this year’s telecast while CBS is the network that denied SodaStream’s efforts to air an ad last year depicting exploding Coke and Pepsi bottles to dramatize SodaStream’s environmental pitch about “saving” bottles.

“I hope that [Fox] will be a little more courageous than CBS, because CBS’s behavior was just pathetic,” Birnbaum told the magazine. “CBS chickened out and they just didn’t want to take a risk of pissing off Coke and Pepsi who are big, big sponsors of theirs.” The un-aired ad has since garnered over 4.9 million views on YouTube.[more]

Birnbaum said the 2014 ad is still in development but promised it’ll be “edgy because that is who we are. You have to be edgy if you are challenging and disrupting a big category.”

But while SodaStream has made its decision that a Super Bowl ad has great worth to its own business strategy, AdAge also pointed out that brands still make varying decisions about whether to advertise in the world’s greatest marketing platform even if they have the resources and the product schedule that would suggest doing so.

Ford, Subway and Cars.com, for instance, have decided against Super Bowl XLVIII despite past appearances. “You can make an argument that the total cumulative audience across the Winter Olympics is actually bigger than what you are going to get in the Super Bowl,” Subway CMO Tony Pace explained to the publication.

Yet Wonderful Pistachios and Century 21 have indicated they’ll join Chevrolet, Doritos, Mars, Chrysler and other confirmed participants in the next Super Bowl advertising derby. And while GoDaddy promises a more fully clothed advertising effort in the next Big Game, it is re-committing to Super Bowl advertising as a key cog of a strategy that has helped it grow hugely over the last several years.

If you are a car-marketing executive and not in the game, one non-auto executive told Advertising Age, “you are probably putting your job at risk because everyone else is there.”

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