SodaStream confident banned TV ad will return in 'Coronation Street slot'

SodaStream's UK managing director has expressed her confidence that an ad banned last year will air again in the coming months.

SodaStream: confident banned TV ad will return to screens
SodaStream: confident banned TV ad will return to screens

Fiona Hope, formerly the brand’s marketing director, said she expected the legal battle between the company and ad watchdog Clearcast to be resolved ‘in the next few weeks’.

Last November, the brand was forced to pull its ‘Soda-Stream effect’ spot, which formed part of an £11m global ad campaign, after Clearcast claimed it ‘denigrated’ the bottled-drinks market.

Hope said she had ‘every intention’ of airing the ad in a ‘Coronation Street slot’ should the ban be lifted. While the ad has racked up 2.5m views on YouTube, SodaStream wants to take its sustainability message to a wider, mainstream TV audience.

Hope admitted that the ban had slowed the progress of SodaStream’s brand repositioning, which will move on to a ‘health and wellness’ focus later in the year.

Reflecting on Clearcast’s reasons for banning the ad, Hope added: ‘No other country has found that [it deni-grated the bottled-drinks industry] and it’s aired in 39 countries. I’m confident that we will win through.’

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published