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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
OM_giveaways
25 Apr 15 05:21:06
Massive stock options video library at http://t.co/7FHrzR6ryN $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/RqDEOXPFhl
Jake13
25 Apr 15 04:27:11
Must join site if you follow $LH Click Here: http://t.co/2yNnLR6opg Also See: $KEX $AHL $EMN $SODA ~
Beverage Consulting
25 Apr 15 02:34:41
RT @Benzinga: U.S. soda consumption has dropped ~20% since 1998. #GRC15 $PEP $KO $SODA $SBUX https://t.co/4PB7liF9Xe
nasdaqfan
25 Apr 15 01:20:34
Stocks Trending Now: http://t.co/Hl6ZNuI4Hk $REDF $SIRI $LAD $MCEP $PIR $DST $DPZ $ANTM $SODA $ZNGA $RIG $HRC ~
Invest | Donate
25 Apr 15 01:04:04
@Chasing__Stars: $KEX Ask Click Here: http://t.co/wuxqDSZYVP Also See: $FTK $FULT $SODA $GRFS #stockmarket #invest #stocks ~
Chasing Stars
25 Apr 15 00:56:22
$KEX Ask Click Here: http://t.co/oh8QWMCOuj Also See: $FTK $FULT $SODA $GRFS #stockmarket #invest #stocks ~
IH News Desk
24 Apr 15 23:56:18
Stocks Trending Now: http://t.co/Ly6bZhrgvE $HDS $X $PGTI $AMP $WLH $ABCB $SIRO $SODA $MDIN $CHK $SYRX $GOOGL ~
OM_giveaways
24 Apr 15 23:50:07
Massive stock options video library at http://t.co/7FHrzR6ryN $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/s1ruSlmY70
PolgarStocks
24 Apr 15 22:47:16
Stocks Trending Now: http://t.co/prRAmk6x0I $SODA $ADNC $ABEV $PCH $CLNE $SHG $PEP $PM $NES $DORM $VMW $MOBL ~
Invest | Donate
24 Apr 15 21:53:05
@IHPosts2: $WCC E.P.S. Click Here: http://t.co/063dHOpyjx Also See: $ABT $SODA $BA $LEN #stockmarket #invest #stocks ~
Investors Hangout
24 Apr 15 21:23:41
$WCC E.P.S. Click Here: http://t.co/aqxDC9c9xW Also See: $ABT $SODA $BA $LEN #stockmarket #invest #stocks ~
Andre Smith
24 Apr 15 19:41:06
$SODA fell back below its 90 day. Guess it's not quite ready for prime time. I'm still holding.
OM_giveaways
24 Apr 15 19:19:07
Massive stock options video library at http://t.co/7FHrzR6ryN $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/BYNe9HDp8c
IH News Desk
24 Apr 15 18:35:03
Stocks Trending Now: http://t.co/Ly6bZhrgvE $PANW $QCCO $VASC $PPP $ZNGA $SODA $NWFL $ABC $GMAN $BLKB $ESL $BIIB ~
Capital Market Labs
24 Apr 15 17:27:02
$SODA Earnings are Deteriorating. #CML_SODA #CML_Earnings http://t.co/xFEVrXDDwV http://t.co/L1zw5wPoMn
jim50
24 Apr 15 17:19:21
Must join site $ARTW Click Here: http://t.co/KcQebsOFhX Also See: $PNC $BDC $FWM $SODA ~
nasdaqfan
24 Apr 15 17:09:33
Stocks Trending Now: http://t.co/Hl6ZNuI4Hk $RWLK $SNOW $MTOR $CLF $EGBN $NMR $IGTE $ONTX $NFLX $SODA $VASC $URI ~
OM_giveaways
24 Apr 15 14:05:10
Massive stock options video library at http://t.co/7FHrzR6ryN $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/fq7jdIE47q
The Dumb Money
24 Apr 15 12:39:18
@tcas101 I've made many bad calls as well. See my closed picks, or example, on that link. $ALIF $SODA $RIG bleck
Hipster
24 Apr 15 11:41:40
The Soda Industry Is Undergoing 'Big Changes' $SODA http://t.co/oeuUKsstdU
nasdaqfan
24 Apr 15 09:17:48
$CLNE Exchange Click Here: http://t.co/TF0oNTq4Le Also See: $PTIE $SODA $BWLD $CALI ~
Abdou Bouanani
24 Apr 15 09:11:59
$SODA took a small loss and sold entire position! Better play out there! Long $GMCR since mid week.
OM_giveaways
24 Apr 15 08:53:07
Massive stock options video library at http://t.co/7FHrzR6ryN $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/CzyNNlen1L
Stock Trade Alerts
24 Apr 15 08:24:15
SHORT Seller Alert $SODA - SODASTREAM INTL #ShortSeller #Stocks ~ via #AlertTrade
DennyT
24 Apr 15 07:17:39
$SYUT % Change Click Here: http://t.co/jLhtov59GF Also See: $SKX $BBSI $MBT $SODA ~
Income Strategies
24 Apr 15 06:43:04
Please support your fellow investor. Run, don't walk, to the nearest $BBBY and buy a $SODA machine for every frie... https://t.co/HfKDibzJlS
Stock_Tracker
24 Apr 15 06:39:05
$GLUU Message Board Posts Click Here: http://t.co/3TTlDZmpr5 Also See: $BFR $ADTN $SODA $APT ~
nasdaqfan
24 Apr 15 05:00:32
$IT Day High Click Here: http://t.co/zLO5jVUMtV Also See: $MWE $SODA $PMCS $PKX ~
clayton
24 Apr 15 04:59:44
$QRVO Volume Click Here: http://t.co/qr2kwED6Lu Also See: $LOW $SODA $YHOO $EVTC ~
OM_giveaways
24 Apr 15 04:19:05
Massive stock options video library at http://t.co/7FHrzR6ryN $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/7RJPjUbXQD
iHangout
24 Apr 15 02:28:18
$WEX Day Low Click Here: http://t.co/9Bagin2R9c Also See: $GGB $MNK $SODA $CELG ~
danrocks
24 Apr 15 01:31:13
$LNKD Chart Click Here: http://t.co/jnQzgFLVEn Also See: $MHO $SODA $BHP $TREX ~
Langan Stocks
24 Apr 15 00:01:04
$NCS Dividend Click Here: http://t.co/IZqxp6HaNn Also See: $BIIB $JKS $MBII $SODA ~
OM_giveaways
23 Apr 15 23:15:08
Massive stock options video library at http://t.co/7FHrzQOQad $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/b8hLrJUu9w
danrocks
23 Apr 15 22:21:43
$PSXP Quotes Click Here: http://t.co/LgYHDk2UHn Also See: $ASPX $MSG $SODA $WNS ~
OM_giveaways
23 Apr 15 17:50:08
Massive stock options video library at http://t.co/7FHrzR6ryN $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/LbKxHm1jX5
Michael Rohde
23 Apr 15 17:03:38
RT @Benzinga: U.S. soda consumption has dropped ~20% since 1998. #GRC15 $PEP $KO $SODA $SBUX https://t.co/4PB7liF9Xe
Slug and sling
23 Apr 15 16:49:32
RT @Benzinga: U.S. soda consumption has dropped ~20% since 1998. #GRC15 $PEP $KO $SODA $SBUX https://t.co/4PB7liF9Xe
Rodney Bassett
23 Apr 15 16:45:55
RT @Benzinga: U.S. soda consumption has dropped ~20% since 1998. #GRC15 $PEP $KO $SODA $SBUX https://t.co/4PB7liF9Xe
Quantpost Cnsmr Good
23 Apr 15 16:43:56
$PEP $KO $SODA News: "U.S. soda consumption has dropped ~20% since 1998. #GRC15…" https://t.co/O4NZHV5TGk Analyze: https://t.co/iUQgqFBlPg
Benzinga.com
23 Apr 15 16:43:54
U.S. soda consumption has dropped ~20% since 1998. #GRC15 $PEP $KO $SODA $SBUX https://t.co/4PB7liF9Xe
jim50
23 Apr 15 14:33:53
Do you follow $AHL Click Here: http://t.co/qofwdPFSac Also See: $SODA $ZBRA $UMC $HLF ~
OM_giveaways
23 Apr 15 12:41:10
Massive stock options video library at http://t.co/7FHrzQOQad $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/gUlRHI8wqH
jim50
23 Apr 15 10:51:50
Do you follow $TRGT Click Here: http://t.co/3nCKYrzS2N Also See: $DDS $CHMT $ORCL $SODA ~
Hipster
23 Apr 15 09:13:23
$SODA buyable dip
Market Int Center
23 Apr 15 09:06:41
SodaStream $SODA Showing Bullish Technicals With Support At $19.89 ( http://t.co/kHlFzVrDR8 )
OM_giveaways
23 Apr 15 08:05:14
Massive stock options video library at http://t.co/7FHrzR6ryN $JRJR $SSYS $FEYE $FXCM $CSL $SNE $SODA $NEWT http://t.co/G6VEE7aYvN
Julian Close
23 Apr 15 06:37:33
Hedged Trading ideas for $GPRO, $GMCR, $T, $VIMC and $SODA from InvestorsObserver. http://t.co/X3fDCQlXgl #optionstrading #stockmarket
Investors Observer
23 Apr 15 06:37:33
Hedged Trading ideas for $GPRO, $GMCR, $T, $VIMC and $SODA from InvestorsObserver. http://t.co/tsJ0Rkwl2l #optionstrading #stockmarket
StockBoardAsset
23 Apr 15 05:30:00
If /ES can hold watching $BOX $HABT $SODA $GPRO $LL, Otherwise will all fade. http://t.co/y44UIxpuB1
				
				
By  +Follow May 31, 2014 8:25AM
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