Behavioural Innovation


Sodastream Debacle

SodaStream is to seek legal advice after failing to get its £11m ad campaign on UK television, with the understood to have rejected its appeal against a ruling it “denigrates” the bottled drinks industry — source:

The Clearcast ruling is a travesty and encapsulates everything Considered_ is trying to change.

I’m not sure what industry Clearcase feels it is representing, but it’s one that I (and a rapidly growing community of advertising and brand professionals) don’t recognise and don’t want to be associated with.

Firstly, Sodastream as a product hits all the Considered_ buttons: fulfils an existing consumer need in a significantly more sustainable way. Positive impact, without consumer compromise—a great win-win.

Secondly, as an ad campaign it speaks to the swelling legion of consumers who want to adopt more sustainable behaviours, but need the products, the services and the information to do so. Regardless of what you think of Bogusky, the sodastream spot effectively taps into that meme.

The Clearcast ruling claimed that the sodastream spot was denigrating to the drinks industry. Tenuous at best, they need to move quickly to flesh out this skeletal argument if they are to retain any sort of confidence that they are an independent body, free of influence from the commercial advertisers that their organisers are funded by.

The real worry is not how this may hinder the positive impact that Sodastream could have (it won’t), but how it may deter other brands and their advertising partners from pursuing similarly innovative and sustainable product, service and marketing strategies.

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