web analytics
May 24, 2015 / 6 Sivan, 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
Sha'ar Shechem / Damascus Gate. The Old City of Jerusalem.
Arab Stabs 2 Jewish Teens in Old City Terror Attack on Shavuot
Latest News Stories
John Forbes Nash Jr.

Nobel Prize winner John Nash (86) and his wide Alicia Nash (82) were killed in a car crash on Saturday night in New Jersey.

Sha'ar Shechem / Damascus Gate. The Old City of Jerusalem.

The boys were heading to a Shavuot study session when they were attacked by the Arab terrorist.

President Obama speaking at Congregation Adas Israel. May 22, 2015.

Remarks by the President on Jewish American Heritage Month – May 22, 2015

At the ninth hour, Chabad of Dead Sea whipped together sheva brochot in 2 hours for a newly wedded tourist couple — out of nowhere.

Israel finally has a Foreign Minister who is not ashamed to say the word “God.”

An Arab language website sent a reporter, dressed as a Jew, to the streets of Cairo.

Eight years ago, an Israeli rancher from Moshav Zippori in the Lower Galilee region reached a breaking point. Thieves and marauders had been targeting Chaim Zilberman’s sprawling ranch; his land was burnt black and cattle fences cut down. On the verge of bankruptcy, the rancher told his family during a Friday Shabbat dinner one night […]

Scotland Yard said it cannot prevent the upcoming neo-Nazi march that is planned for July 4th.

A store in Rafah, Gaza displays women’s Islamic head coverings for sale.

A State Dept. official is in Israel to talk about making the region nuclear-free.

The highway at the property is a favorite spot for PA Arabs to try to throw

Prime Minister Benjamin Netanyahu annual medical report  as written by his personal physician, Dr. Tzvi Berkovitz, states, “Blood tests were completely normal including those for sugar, cholesterol and fats. The Prime Minister’s blood pressure was normal (120/80), aided by light medication.” The reports notes that “Prime Minister Netanyahu trains several times a week at a […]

The President will speak Friday night at Washington’s largest Conservative synagogue, probably to continue to express his opinion that Israel is racist & Israel should embody “Judeo-Christian”/universal values (as opposed to Jewish values). They’re going to lap it up .

This week ISIS captured two major cities, one in Iraq, one in Syria. Assad’s escape plan revealed.

Israeli Pres. Rivlin expresses deep concern after vandals torch a Bnei Akiva building and synagogue in northern Israel.

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: