Marketing Week reports: "SodaStream was forced to pull a television advertisement hours before it was was scheduled to break after it the body that clears spots for air slammed it as “denigrating” to the soft drinks market."
Here's some background: The campaign claims consumers can save up to 2,000 plastic bottles every year by using SodaStream to make soft drinks from tap water at home.
The British Soft Drinks Association says: “The nation’s favourite brands need the best quality packaging to ensure that they delight their consumers every time. Soft drinks packaging is recyclable and recycling rates are growing fast. This packaging makes up only a small proportion of all packaging used by households, and we don’t think that asking our consumers to recycle their empty bottles and cans is too much to ask.
The decision to ban the advert - which seems bizarre to me - seems not yet to feature on watchdog Clearcast's website.
Can anyone explain the fuss?
UPDATE: ClearCast say: “In this particular case, Sodastream did not allow sufficient time for clearance of their ad for the airtime they had booked. In their press statement this was translated to us pulling the ad at the eleventh hour