Soda Stream CEO Daniel Birnbaum sees his brand as a David taking on soda Goliaths Coke and Pepsi, with controversy-generating commercials as his slingshot.
When CBS rejected last year’s Super Bowl spot – his company’s first – at the last minute because it showed Coke and Pepsi bottles exploding, Birnbaum reveled in the free publicity, including “about 5 million views on YouTube, which we didn’t pay for.”
The beginning of last November, Birnbaum voiced the hope that Fox, who’s airing this year’s Super Bowl, “will be a little more courageous than CBS” and air this year’s commercial as is.
History repeats itself
This year’s Super Bowl commercial “will be edgy,” he said, “because that is who we are. You have to be edgy if you are challenging and disrupting a big category.”
But that’s not why Fox rejected it. The supposedly “edgy” commercial is anything but. Read more →