web analytics
March 4, 2015 / 13 Adar , 5775
At a Glance
News & Views
Sponsored Post


BDS Tries to Keep Israel’s SodaStream Out of Super Bowl

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.

Our comments section is intended for meaningful responses and debates in a civilized manner. We ask that you respect the fact that we are a religious Jewish website and avoid inappropriate language at all cost.

If you promote any foreign religions, gods or messiahs, lies about Israel, anti-Semitism, or advocate violence (except against terrorists), your permission to comment may be revoked.

7 Responses to “BDS Tries to Keep Israel’s SodaStream Out of Super Bowl”

  1. Where does the world get off with calling Judea and Samaria "Occupied Territory." The only people who are "occupying there are the arabs. Judea and Samaria belong to the land of Israel.

  2. Rc Fowler says:

    Every good person will support Israeli companies selling abroad–any divestment should be against Muslim Arab producers [and any others] who have an anti Israel position!

  3. Let's face it, the Arabs produce and export nothing but oil and terror. We should do what we can to avoid the former (see: Better Place) and destroy the latter.

  4. Let's face it, the Arabs produce and export nothing but oil and terror. We should do what we can to avoid the former (see: Better Place) and destroy the latter.

  5. Charlie Hall says:

    Because it is not part of Medinat Yisarel, that is why. The Knesset could have annexed it and granted citizenship to all residents there (mostly Arab) at any time in the past 35 years, but has not done so. Your complaint is not with "the world" it is with twenty consecutive Israeli governments.

  6. Charlie Hall says:

    Watch the BDSers try to take on CBS, and fail :).

  7. Rc Fowler says:

    Mr. Hall your point is irrelevant–what is relevant is the fact that Judea and Samaria are a part of God given [the the Jews] Israel!

Comments are closed.

Current Top Story
An anti-Semitic poster seen in Europe.
Combatting the Haman of Today
Latest News Stories
Jordan's King Abdullah II, a licensed helicopter pilot, is rumored to have personally taken part in air strikes against ISIS.

Jordan’s King Abdullah II warns the battle against Daesh, known as ISIS, has launched World War III, although the U.S.-led coalition fighting the terror group may not yet know it.

The Oval Office.

Pres. Barack Obama says Israel’s prime minister offered “no viable alternative” to the current deal with Iran. Here’s how it lines up.

PM Binyamin Netanyahu addresses the US Congress on March 3, 2015.

Dozens of Democrats gathered to spew a stream of venom before the cameras Tuesday at Israel’s prime minister after his speech to Congress.

Eli Beer on Ambucycle

Eli Beer stunned the 16,500 AIPAC conference participants by arriving on stage with lights and sirens blaring on an ambucycle, a specially equipped motorcycle ambulance designed by United Hatzalah to speed up emergency response times.

Israel’s PM Netanyahu was interrupted 40 times with standing ovations in his 40 minute historic speech to the US Congress on Tuesday. Transcript here.

The transcript of PM Netanyahu’s speech is available here. The speech begins at 6pm Israel Time / 11AM NY Time.

Former US Secy of State Hillary Clinton is found to have exclusively used private email while at State Dept.

Bottles of wine accompany the Pesach storytelling – each glass of wine represents the four expressions used by G-d in describing the redemption of the Jewish people from Egypt.

“Today the Jewish people face another attempt by yet another Persian potentate…” to wipe out Israel, PM Netanyahu told Congress.

The Prime Minister showed AIPAC a map of Iranian-backed Hezbollah attacks in five different continents.

If Iran is serious, Netanyahu can skip his speech and tell the Air Force to rev up its engines.

Names and contact information of House Democrats who have confirmed attendance at Bibi’s speech.

The anti-Netanyahu crowd, in the spirit of topsy-turvy Purim, drummed up support for his speech.

Iran, like the Palestinian Authority, has one mindset. A deal is not peace. It is an evil piece of paper.

PA President Mahmoud Abbas is making sure PA children will go without milk and the parents forced to ration what little milk they have.

US President Barack Obama contends Israel is “safer today than ever before,” says give Iran talks a chance.

More Articles from Malkah Fleisher
Godzilla (R.)

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.

Though the permissibility of watching hired sports players go to battle in a large stadium is a source of controversy amongst Torah observant Jews, the food being served at the upcoming Super Bowl games in New Orleans is not.

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.

Russian Foreign Minister Sergei Lavrov warned Israel and western countries not to attempt to stop Iran’s nuclear program through military means.

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: