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Sodastream: A Political Landmine?

By  +Follow May 31, 2014 8:25AM
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sodastream, sodastream versus coke, sodastream West Bank and Gaza Strip, sodastream scarlett johanssonSodastream (SODA)  machines are not a new product. They are based a concept dating back to 1903. They are doomed to repeat their rise and massive fall of the '80s, just as the novelty demand for “Frankie Says Relax” or “I shot JR” T-shirts dried up.

“Get busy with the fizzy”

In the '80s in England, Margaret Thatcher was in power, there were ongoing miner strikes, a Falklands war, along with many other crisis, money was in short supply in most homes. McDonalds (MCP) had not yet taken over the local chipper, and the British Commonwealth was in slow decline.

A History That Will Repeat itself

Sodastream appeared to help quench everyone’s thirst for soft drinks by offering a cheaper alternative than store bought cans and bottles. It is true that the hundreds of flavors were far from tasty, the Orange, Lime and Cola flavors were merely sucrose and food coloring and tasted nothing like their store bought counterparts. The systems were a blessing for some families in tough times. The ability to have the unique contoured bottle in your lunch pack gave some a feeling of superiority as their peers had a carton of milk or nothing at all. You took great care at lunch, if you broke the glass bottle, your parents would not buy a new one. Only three bottles came with the system.

As quickly as the economy recovered the soda stream systems sat on shelves collecting dust. Their growth in Europe again forged by continent that has been hit by the economic collapse but now with an added political specter hanging over the company.

New Design, New Marketing Strategy

Thirty years later they get a celebrity endorsement by way Scarlett Johannson, how can any man or woman resist any message delivered by such a loved personality. Now their concentrated syrups are geared at the more fitness orientated, health conscious and environmentally friendly. How many of us though about our carbon footprint in light of Scarlett’s message? “What Would Scarlett Do?” T-shirts at should have been sold.

SodaStream is Here in the US. So Whats Different Now?

SodaStream is under a very serious political pressure right now. Finland, Norway and Sweeden have all boycotted SodaStream Products manufactured in their parent plant in Mishor Adumim factory. Canadian religious and international human rights groups have ask for boycotts on all SodaStream products, citing Human Rights violations at plants and exploitation of employees.

SodaStream sold to Soda-club in 1998 and has previously been owned by Cadury Shweeppes. With Soda-Clubs aggressive marketing and environmental campaigns they seem to be creating an illusion that Chris Angel wouldn’t attempt, the smoke and mirrors are being dismantled.

While their market share and their 2010 launch on the NASDAQ echoed a new era for the company, how can they sustain their market share when its failed as model before.

An attractive spokesperson, a tug at the hearts for the environmentally aware, and an efficient healthy choice of syrup options will still not able to sustain long term as even without the political backlash and negative press the model did not succeed before.

Sodastream has had several advertising mishaps, a superbowl advertisement in 2013 was rejected as quickly as Janet Jackson excuse of wardrobe malfunctions due to their direct reference to Coke and Pepsi.

The novelty of SodaStream along with political package that can be debated ad infinitum will eventually wear thin. The fitness crowd will simply turn to alternatives, the environmental groups will soon catch wind of the Human Rights allegations, and the households on shoestring budgets will just not bother getting a new gas cylinder eventually.

 

DISCLOSURE: The views and opinions expressed in this article are those of the authors, and do not represent the views of equities.com. Readers should not consider statements made by the author as formal recommendations and should consult their financial advisor before making any investment decisions. To read our full disclosure, please go to: http://www.equities.com/disclaimer


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Results for SODA
Timberwolf Equity
2 Jul 15 09:05:09
RT @Consumer_SA: Running Primo Water Through A Filter http://t.co/sb6UNzBWyi $COT $GMCR $KO $NSRGF $PEP $SODA $PRMW
Quantpost Cnsmr Good
2 Jul 15 08:58:37
$GMCR $KO $PEP $SODA News: "Running Primo Water Through A Filter $COT $GMCR $KO …" http://t.co/Ss8JVUQCNS Analyze: https://t.co/biEBAOMm8R
Consumer Stocks
2 Jul 15 08:58:37
Running Primo Water Through A Filter http://t.co/sb6UNzBWyi $COT $GMCR $KO $NSRGF $PEP $SODA $PRMW
Seeking Alpha
2 Jul 15 08:58:36
Running Primo Water Through A Filter http://t.co/KVcN9ybvW4 $COT $GMCR $KO $NSRGF $PEP $SODA $PRMW
Bist Kralı
2 Jul 15 07:26:15
RT @borsatwitscom: $SODA Çarşamba günü Takası/Alım-Satım Dağılımı... #BİST #BORSA http://t.co/JEK3Ml3i7n @BloombergHT @CNBCeFinans @…
WKRB News
2 Jul 15 05:24:25
Vetr Inc. Upgrades Sodastream International to Strong-Buy $SODA http://t.co/IUuoK1mrmS
borsatwits.com
1 Jul 15 23:29:14
$SODA Çarşamba günü Takası/Alım-Satım Dağılımı... #BİST #BORSA http://t.co/JEK3Ml3i7n @BloombergHT @CNBCeFinans @cnbce @Figenozavci
Mehmet Yarbasan
1 Jul 15 23:27:28
$SODA chart http://t.co/MBOF3MAErN via http://t.co/1ARBkbc0iB #SODA Düzeltme bitiyor olabilir mi?
binaryoptionsocial
1 Jul 15 22:07:31
$SODA received a new alert. Find out why at http://t.co/rRtKVALqb5 #stocks #daytrading #trading #mkt #NYSE #NAS… http://t.co/XG5hVFJGig
binaryoptionsocial
1 Jul 15 21:51:32
$SODA received a new alert. Find out why at http://t.co/rRtKVALqb5 #stocks #daytrading #trading #mkt #NYSE #NAS… http://t.co/XG5hVFJGig
binaryoptionsocial
1 Jul 15 21:36:11
$SODA received a new alert. Find out why at http://t.co/rRtKVALqb5 #stocks #daytrading #trading #mkt #NYSE #NAS… http://t.co/XG5hVFJGig
binaryoptionsocial
1 Jul 15 21:36:07
$SODA received a new alert. Find out why at http://t.co/rRtKVALqb5 #stocks #daytrading #trading #mkt #NYSE #NAS… http://t.co/Csk7miIhta
Ticker Report
1 Jul 15 21:25:16
Sodastream International Stock Rating Upgraded by Vetr Inc. $SODA http://t.co/jqHc5fd92A
ProTradersNews
1 Jul 15 21:24:10
$SODA: Sodastream International Upgraded to Strong-Buy by Vetr Inc. (SODA): http://t.co/ltuD8hQfaU
Sleek Money
1 Jul 15 21:20:52
Sodastream International Upgraded to Strong-Buy by Vetr Inc. $SODA http://t.co/1nnLYBXS9T
Media Sentiment
1 Jul 15 21:19:57
$SODA received a new alert. Find out why at http://t.co/nZwqReM0tj #stocks #daytrading #trading #mkt #NYSE #NASDAQ #markets 477
US Consumer News
1 Jul 15 21:16:01
Sodastream International Ltd upgraded by Vetr Inc. to strong-buy. $27.14 PT. http://t.co/lJKRzWlVJp $SODA #SODA
Dakota Financial
1 Jul 15 21:14:12
Sodastream International Stock Rating Upgraded by Vetr Inc. $SODA http://t.co/Be1AZFAlco
ProVesting
1 Jul 15 21:14:02
$SODA: Sodastream International Stock Rating Upgraded by Vetr Inc. (SODA): http://t.co/AHMJiqv75b
MarketBeatCom
1 Jul 15 21:10:23
Sodastream International Ltd upgraded by Vetr Inc. to strong-buy. $27.14 PT. http://t.co/NiF4bZE1SU $SODA #SODA
Andre Smith
1 Jul 15 17:42:49
Commented on StockTwits: $SODA @Jmaster6969 I made it super basic - here, look again... : ) http://t.co/SlQYp8ocoS http://t.co/aqJVEgSXyI
Andre Smith
1 Jul 15 16:34:03
Commented on StockTwits: $SODA @Jmaster6969 http://t.co/YaO2XyKBhE http://t.co/Y0ca8zR35e
Jack Trader
1 Jul 15 12:38:18
$SODA Sodastream Shares Losing Their Fizz After Large Bearish Put Bet http://t.co/rjrxw9MBPm
Andre Smith
1 Jul 15 11:19:13
$SODA - if you're interested, read and check chart => http://t.co/qqcKXejz5Z http://t.co/bVbW7pzgzq
Andre Smith
1 Jul 15 10:51:56
$SODA chart I drew with my crayons... http://t.co/qDEmxeiyFo
Bist Kralı
1 Jul 15 08:56:16
RT @borsatwitscom: $SODA Salı günü Takası/Alım-Satım Dağılımı... #BİST #BORSA http://t.co/JEK3Ml3i7n @BloombergHT @CNBCeFinans …
The Legacy News
1 Jul 15 07:13:25
Sodastream International Stock Rating Lowered by Zacks $SODA http://t.co/NuBu4JCjn7
SwingTradeBot
1 Jul 15 04:36:17
$SODA technical alerts: Stochastic Reached Oversold, Spinning Top, Downside 200 DMA Break, and 50 ... http://t.co/5diWEr04rs
Sleek Money
30 Jun 15 17:50:41
Sodastream International Downgraded to “Hold” at Zacks $SODA http://t.co/HUp0BTyhEK
Breaking News Now
30 Jun 15 17:04:03
$SODA: Sodastream International Downgraded to "Hold" at Zacks (SODA): http://t.co/vWyDkA72jy
Ticker Report
30 Jun 15 16:56:49
Sodastream International Downgraded to “Hold” at Zacks $SODA http://t.co/OLOvKkwOL6
Dakota Financial
30 Jun 15 16:54:49
Sodastream International Downgraded to “Hold” at Zacks $SODA http://t.co/FJ5Qh4zwUs
Lucretia
30 Jun 15 15:08:58
$SODA Sodastream Shares Losing Their Fizz After Large Bearish Put Bet http://t.co/9sQo1opfLZ
borsatwits.com
30 Jun 15 13:13:07
$SODA Salı günü Takası/Alım-Satım Dağılımı... #BİST #BORSA http://t.co/JEK3Ml3i7n @BloombergHT @CNBCeFinans @cnbce @Figenozavci
Breaking News
30 Jun 15 09:46:02
$SODA: Sodastream International Given Consensus Rating of “Buy” by ...: http://t.co/ABAzRvqYyQ
WKRB News
30 Jun 15 09:38:34
Sodastream International Given Consensus Rating of “Buy” by Analysts $SODA http://t.co/WAEYCKQBVf
Media Sentiment
30 Jun 15 09:15:56
$SODA received a new alert. Find out why at http://t.co/nZwqReM0tj #stocks #daytrading #trading #mkt #NYSE #NASDAQ #markets 159
Market Int Center
30 Jun 15 09:10:04
SodaStream $SODA Showing Bearish Technicals With Resistance At $22.91 ( http://t.co/sbMLU63SbB )
SwingTradeBot
30 Jun 15 04:33:06
$SODA technical alerts: Expansion Pivot Sell Setup, New Downtrend, Golden Cross, 200 DMA Support, ... http://t.co/5diWEr04rs
murat
29 Jun 15 23:17:20
RT @Borsadailk11: Soda Sanayii A.Ş Temel Analiz #SODA $SODA @Borsadailk11 #TemelAnaliz #UzunVadeliYatırım #Borsadailk11 http://t.co/kx8oD…
!
29 Jun 15 21:09:54
RT @CBOE: DRJ @CBOE_TV: market sell-off on #Greece, $VIX up %26. $SODA puts, $SO calls coal pop on SC ruling @optionmonster http://t.co/BMN…
Banking Privately
29 Jun 15 20:54:57
RT @sanglucci: http://t.co/gKmKWWz4Bj | Action in Review | June 29th, 2015 | $SPY $DATA $SODA #Greece #Debt http://t.co/7wVGLQZjGj
Nick
29 Jun 15 19:14:54
RT @sanglucci: http://t.co/gKmKWWz4Bj | Action in Review | June 29th, 2015 | $SPY $DATA $SODA #Greece #Debt http://t.co/7wVGLQZjGj
Who wants to know?
29 Jun 15 19:10:18
RT @sanglucci: http://t.co/gKmKWWz4Bj | Action in Review | June 29th, 2015 | $SPY $DATA $SODA #Greece #Debt http://t.co/7wVGLQZjGj
Debt Advisor UK
29 Jun 15 18:17:10
RT @sanglucci: http://t.co/gKmKWWz4Bj | Action in Review | June 29th, 2015 | $SPY $DATA $SODA #Greece #Debt http://t.co/7wVGLQZjGj
Sang Lucci
29 Jun 15 18:00:30
http://t.co/gKmKWWz4Bj | Action in Review | June 29th, 2015 | $SPY $DATA $SODA #Greece #Debt http://t.co/7wVGLQZjGj
Mark
29 Jun 15 17:01:12
RT @sanglucci: http://t.co/igZ5gMIq6e | The #Greece Crisis Saga | June 29th, 2015 | $SPY $DATA $SODA w/ @WallStJesus http://t.co/EAQ2GfTW11
Option Runners
29 Jun 15 15:42:37
Notable options activity today in $APH, $EDU, $HIFR, $OXY, $PSX and $SODA
dailystockplays.com
29 Jun 15 14:51:21
Bullish Cross http://t.co/x3ERNCw4U3 $PBR $LPLA $SODA $BNCL $OMI $AEGN $UMBF $SBND $FF $TREC
Sideways
29 Jun 15 14:18:09
RT @sanglucci: http://t.co/igZ5gMIq6e | The #Greece Crisis Saga | June 29th, 2015 | $SPY $DATA $SODA w/ @WallStJesus http://t.co/EAQ2GfTW11
				
				
By  +Follow May 31, 2014 8:25AM
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