Meir Panim implements programs that serve Israel’s neediest populations with respect and dignity. Meir Panim also coordinated care packages for families in the South during the Gaza War.
As cheerleaders shake their pom poms, top-dollar players hone their victory dances, and marketers prepare to rake in the dough raised through advertising and sales, Super Bowl XLVII will not just showcase a rivalry between this year’s best winningest football teams, but stands to highlight a burgeoning campaign against Israeli life in the biblical heartland.
SodaStream, an Israeli maker of home soda machines, aims to place its first advertisements in the US during the upcoming Super Bowl, according to an article by the Associated Press. Aiming to make it big in the United States, SodaStream – the world’s largest manufacturer and distributor of home beverage coronation systems – seems to be a natural choice for Americans who want easy convenience, lower costs, and an effortless way to take part in protecting the environment by reducing the number of plastic bottles produced to hold their drinks. The company is willing to stake a lot of money on that possibility – $3.5 million, the amount it takes to purchase just 30 seconds of advertising time during the Super Bowl.
And while simple consumerism might assure SodaStream a steady stream of sales, pro-Palestinian activists are working to ensure that SodaStream fizzles out.
Soda Stream is produced in Mishor Adumim, according to the AP, an industrial zone adjacent to Maale Adumim, a Jewish community in the Judean desert which has gained notoriety recently for its proximity to Israel’s latest building project, E-1.
“The new SodaStream publicity blitz has given the US boycott, divestment, sanctions movement a marvelous opportunity to bring our campaigns targeting settlement products to a new, unprecedented level of visibility and success,” said Anna Baltzer, an organizer of the US Campaign to End the Israeli Occupation in the AP report.
Though Israeli products enjoy success in the US and Europe, the massive international campaign encouraging governments, companies, and private citizens to boycott, divest, and sanction Israel has enjoyed limited success, winning an EU case stopping products made in Judea and Samaria from enjoying the same duty free status as products made in other parts of Israel, and convincing the United Kingdom to ban a SodaStream TV ad on the pretense that it disparaged other soda manufacturers.
For his part, SodaStream CEO Daniel Birnbaum says he’s “got to laugh” thinking he’s a target of pro-Palestinian activists, telling the AP that his company provides jobs and economic benefits to many Palestinians workers.
About the Author: Malkah Fleisher is a graduate of Cardozo Law School in New York City. She is an editor/staff writer at JewishPress.com and co-hosts a weekly Israeli FM radio show. Malkah lives with her husband and two children on the Mount of Olives in Jerusalem.
If you don't see your comment after publishing it, refresh the page.
Comments are closed.
Minister of Foreign Affairs, Avigdor Liberman (L) speaks with Israel’s Minister of Housing and Construction Uri Ariel during a cornerstone laying ceremony for a new Synagogue in the community of Nokdim in Eastern Gush Etzion, on October 23, 2014. Nokdim is Liberman’s home town. This is what we think they spoke about.
Egyptian President Abdel Fattah al-Sisi declared a three-month state of emergency Saturday after terrorists carried out a deadly assault in the northern Sinai, killing 33 Egyptian troops. Al-Sisi charged that “this operation had a foreign fund to execute” he attack against the Egyptian army… to break the back of Egypt and Egyptians.” A car bomb […]
Arab youth are trying to spark a widespread intifada but so far have failed.
The Galil Medical Center has treated 408 wounded Syrians to date.
At least 14 people have been killed in Tripoli battles.
India has chosen to purchase Israel’s Spike anti-tank missiles after rejecting a competing offer for US Lockheed Martin’s Javelin missiles.
The US sends its “condolences” and urges “all parties…to avoid escalating tensions.”
Kerry snubs Ya’alon, but the Israeli D.M. gets great press coverage in leading U.S. newspaper.
The first of 2 nurses to contract Ebola in Texas has been cured. NY and NJ have begun quarantining health-care workers returning from West Africa.
“Mourning” a terrorist means carrying the torch of terror.
Terrorist attack in NYC and in Canada came after ISIS urged Muslims in the West to strike police and soldiers.
Jabbari was accused of killing her rapist.
“For these international artists, the history and heroism at Masada together with performing at the lowest point on earth – 424 meters under the sea – is something that is truly unique,” Yossef explained.
A green bell pepper affectionately dubbed “Godzilla” by the children of Moshav Ein Yahav in the northern Arava desert has won a place in the Guinness Book of World Records.
Rabbi Yitzchok Moully, youth director at the Chabad Jewish Center in Basking Ridge, New Jersey, will be introducing a new art installation in honor of Tu B’Shevat, the Jewish New Year of Trees, inspired by the destruction of Hurricane Sandy.
More than 2,000 people have made contributions in memory of the young victims of the school shooting in Newtown, Connecticut to plant a grove of trees in Israel.
Shoshana Hebshi, a half-Jewish, half-Arab woman from Ohio is suing Frontier Airlines, the FBI, TSA and other governmental agencies after she says she was forced off a flight, strip-searched, and imprisoned on the tenth anniversary of the World Trade Center attacks.
Women may enter military combat in the United States, following the lift of a military ban on women in combat by defense secretary Leon Panetta.
The Jewish National Fund will reconsider a plan to forest parts of the Arava desert, following the request of environmental organizations to consider the impact of trying to alter the native ecosystem.
Printed from: http://www.jewishpress.com/news/bds-tries-to-keep-israels-sodastream-out-of-super-bowl/2012/12/09/
Scan this QR code to visit this page online: