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SodaStream Forced To Pull UK Campaign

SodaStream Forced To Pull UK Campaign
Kent Height

Something odd is going on at ClearCast, the body that clears ads for broadcast in the UK.

After running their new ‘Set The Bubbles Free’ campaign in the US, Sweden and Australia, ClearCast decided hours before the launch of the campaign in the UK, that the seemingly innocuous ad was in fact “denigrating” to the soft drinks market and pulled it from airing on ITV.

ClearCast released the following statement: “The majority (at ClearCast) decided that the ad could be seen to tell people not to go to supermarkets and buy soft drinks, instead help to save the environment by buying a SodaStream. We thought it was denigration of the bottled drinks market.”

The £11m SodaStream campaign which claims that consumers can save up to 2,000 plastic bottles every year by using their product, was seen by some as a direct attack on the soft drinks market (which, as we all know, spends an awful lot more than SodaStream’s £11m on advertising every year).

So, do ClearCast have a point? Are they seriously suggesting that recycling is a bad thing?

Have a look at the ad and decide for yourself whether or not it seems “denigrating”.

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