Sodastream causes an ad-break fizz with its soft-drinks takedown

Who knew SodaStream even existed 20 years after the machine in my kitchen gave me a semblance of (relative) playground cool that never returned?

Well, it does, and DIY fizz has evidently become such big business that an advert for the carbonation company has been pulled in the UK for taking a pop at the soft-drinks industry.

The 30-second spot features snazzy folk using SodaStream at home. Each time they do so, the ad cuts to scenes of exploding soft drinks. "Save 2,000 bottles a year," it says, implying an environmental benefit.

Clearcast, the body that approves television ads in the UK, decided the commercial "denigrated other soft drinks" and was in breach of industry code. Cue fizzing fury from SodaStream, which insisted it had "neither named nor disparaged" anyone, calling the ban "senseless".

SodaStream had a tricky 1990s when, alas, its syrup-and-gas system stopped being even remotely cool, but it has fared better since a 2010 relaunch.

Suggested Topics
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Sheridan Maine: Accounts Assistant

    £25,000 - £30,000: Sheridan Maine: Are you looking for a fantastic opportunity...

    Ashdown Group: Management Accountant - Manchester

    £25000 per annum + Benefits: Ashdown Group: Management Accountant - Manchester...

    Ashdown Group: Project Accountant (Part-Qualified Accountant) - Manchester

    £23000 - £25000 per annum + Benefits: Ashdown Group: Project Accountant (Part-...

    Beverley James: Accounts Payable

    £23,000: Beverley James: Do you have a background in hospitality and are you l...

    Day In a Page

    General Election 2015: The masterminds behind the scenes

    The masterminds behind the election

    How do you get your party leader to embrace a message and then stick to it? By employing these people
    Machine Gun America: The amusement park where teenagers go to shoot a huge range of automatic weapons

    Machine Gun America

    The amusement park where teenagers go to shoot a huge range of automatic weapons
    The ethics of pet food: Why are we are so selective in how we show animals our love?

    The ethics of pet food

    Why are we are so selective in how we show animals our love?
    How Tansy Davies turned 9/11 into her opera 'Between Worlds'

    How a composer turned 9/11 into her opera 'Between Worlds'

    Tansy Davies makes her operatic debut with a work about the attack on the Twin Towers. Despite the topic, she says it is a life-affirming piece
    11 best bedside tables

    11 best bedside tables

    It could be the first thing you see in the morning, so make it work for you. We find night stands, tables and cabinets to wake up to
    No postcode? No vote

    Floating voters

    How living on a houseboat meant I didn't officially 'exist'
    Louis Theroux's affable Englishman routine begins to wear thin

    By Reason of Insanity

    Louis Theroux's affable Englishman routine begins to wear thin
    Power dressing is back – but no shoulderpads!

    Power dressing is back

    But banish all thoughts of Eighties shoulderpads
    Spanish stone-age cave paintings 'under threat' after being re-opened to the public

    Spanish stone-age cave paintings in Altamira 'under threat'

    Caves were re-opened to the public
    'I was the bookies’ favourite to be first to leave the Cabinet'

    Vince Cable interview

    'I was the bookies’ favourite to be first to leave the Cabinet'
    Election 2015: How many of the Government's coalition agreement promises have been kept?

    Promises, promises

    But how many coalition agreement pledges have been kept?
    The Gaza fisherman who built his own reef - and was shot dead there by an Israeli gunboat

    The death of a Gaza fisherman

    He built his own reef, and was fatally shot there by an Israeli gunboat
    Saudi Arabia's airstrikes in Yemen are fuelling the Gulf's fire

    Saudi airstrikes are fuelling the Gulf's fire

    Arab intervention in Yemen risks entrenching Sunni-Shia divide and handing a victory to Isis, says Patrick Cockburn
    Zayn Malik's departure from One Direction shows the perils of fame in the age of social media

    The only direction Zayn could go

    We wince at the anguish of One Direction's fans, but Malik's departure shows the perils of fame in the age of social media
    Young Magician of the Year 2015: Meet the schoolgirl from Newcastle who has her heart set on being the competition's first female winner

    Spells like teen spirit

    A 16-year-old from Newcastle has set her heart on being the first female to win Young Magician of the Year. Jonathan Owen meets her