” CBS banned SodaStream’s Super Bowl spot because, apparently, it was too much of a direct hit to two of its biggest sponsors, Coke and Pepsi.
Please pause and read that sentence again.
I am shocked that CBS would ban a spot for being too competitive. But I’m even more shocked that the advertising world isn’t up in arms about it.
The media’s job isn’t to judge.
SodaStream has a product that could be wildly disruptive to the soda industry, if successful. As in, the “automobile” to the soda industry’s “buggy whip.” If SodaStream takes off, Coke and Pepsi would have a lot to worry about, for sure. But isn’t that what progress is all about?
CBS is protecting its relationship with Coke and Pepsi. Those two brands spend big bucks on the Super Bowl and on the network, in general. I get it. But all CBS would have to do, if Coke and Pepsi put the pressure on, is say, “Hey, we’re just the unbiased middle man here. It’s not up to us what competitors of yours say about you.” There’s no need for the medium to have a say in the message.”
Could this become another media backfire ? Will SodaStream end up with more publicity , free of charge , via the controversy than it otherwise would have if the ads had run as planned ? Stay tuned
- The Super Bowl Ad That Coke And Pepsi Desperately Don’t Want You To See (thinkprogress.org)
- SodaStream Calls an Audible (fool.com)
- SodaStream Wants to Be a Pop Star Next Week (fool.com)
- Pulled Super-Bowl Ad Creates Super Buzz for Soda Upstart (entrepreneur.com)
- SodaStream Super Bowl Ad Rejected for Picking on Big Soda Brands (mediabistro.com)
- The Super Bowl Spot Bogusky’s COMMON and SodaStream Had Banned (thedenveregotist.com)