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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.

 

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Results for SODA
OM_giveaways
28 Mar 15 12:29:10
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Edward Graham
28 Mar 15 08:19:19
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Edward Graham
28 Mar 15 07:32:22
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28 Mar 15 02:29:07
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Shaun Madden
27 Mar 15 20:18:35
@daily_finance exactly why $soda should buy a h2o filter company and complete the system. Pure h2o makes best sparkling water. No chlorine!
DailyFinance
27 Mar 15 16:55:11
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OM_giveaways
27 Mar 15 16:26:08
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OM_giveaways
27 Mar 15 10:54:07
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FinPsychDrew
27 Mar 15 10:33:13
Half $SODA end cap at $WMT is half-price including a couple machines.
Elizabeth Michael
27 Mar 15 06:58:40
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DailyFinance
27 Mar 15 06:25:21
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27 Mar 15 05:50:07
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27 Mar 15 02:40:01
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Bist Kralı
27 Mar 15 01:40:59
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borsatwits.com
27 Mar 15 01:22:23
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OM_giveaways
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Market Int Center
26 Mar 15 12:40:36
Potential SodaStream $SODA Trade Has 14.16% Downside Protection ( http://t.co/mf2gzRsjmh )
Clark Joseph Kent
26 Mar 15 12:28:53
U.S. soda volume falls for 10th year in a row $SODA $KO $PEP $DPS $MNST http://t.co/ppUqybuAB1
Quantpost Cnsmr Good
26 Mar 15 05:06:29
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Consumer Stocks
26 Mar 15 05:06:25
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26 Mar 15 05:06:25
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26 Mar 15 04:23:26
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26 Mar 15 04:23:26
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sel man
25 Mar 15 15:02:54
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25 Mar 15 12:32:55
$SODA New Machine From Sodastream International Ltd (NASDAQ:SODA) http://t.co/7pB79zhJjM
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25 Mar 15 11:43:21
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25 Mar 15 11:28:53
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25 Mar 15 11:20:58
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25 Mar 15 10:50:55
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25 Mar 15 09:00:10
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StockNewsWires
25 Mar 15 06:45:04
$SODA: Citigroup Inc. Boosts Sodastream International Price Target to ...: http://t.co/FxW4qoi33d
Josh Franklin
25 Mar 15 06:02:26
$audc #vocanom is in Hebrew $intc $teva $cmvt $soda all use it. launch in eng ger and Spain coming in 30-60 days . SPs shld partner up $amzn
Media Sentiment
25 Mar 15 05:55:09
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Market Int Center
25 Mar 15 05:54:40
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25 Mar 15 05:22:04
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invest correctly
25 Mar 15 05:17:05
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25 Mar 15 04:23:26
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25 Mar 15 04:23:25
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By  +Follow May 31, 2014 8:25AM
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