Everyone Loves SodaStream's Banned Ad

Dec. 4 (Bloomberg) — SodaStream International Ltd. posted the longest stretch of gains this year in New York on prospects the Israeli company will benefit from a television commercial that was banned in the U.K. after the video was viewed over a million times online.

The maker of at-home use soda machines gained for a fifth day, adding 3.3 per cent to $41.19, the longest string of advances since December 2011. The Bloomberg Israel-US Equity Index of the largest New-York traded Israeli companies fell 0.5 per cent to 87.57, the first decline in 10 days. Mellanox Technologies Ltd. tumbled on speculation Intel Corp. has stepped up the date it will start selling a product that will compete with the Israeli company’s chief product.

The U.K. regulator ruled last month that the Airport City, Israel company’s television commercial that shows crates of bottled beverages spontaneously exploding wouldn’t be permitted to be aired because it “denigrated other soft drinks.” The ad was viewed more than 1.2 million times on Google Inc.’s YouTube. SodaStream also gained after Green Mountain Coffee Roasters Inc. rallied on higher fourth-quarter profit as the two consumer stocks trade in tandem, Monness Crespi Hardt & Co. said.

“YouTube views shot through the roof and SodaStream got a ton of free advertising and publicity because the ad was banned,” Jim Chartier, an analyst at Monness Crespi who has a buy rating on SodaStream, said by phone from New York yesterday. “Green Mountain’s earnings showed investors that SodaStream may also be ready to move off its recent bottom.”

Environmental Issues

SodaStream has targeted the bottled beverage industry through its marketing and advertising campaigns, arguing that buying packaged drinks clogs up landfills and is bad for the environment. The maker of do-it-yourself soft-drink machines in June erected a car-sized cage filled with thousands of used soft-drink bottles at Atlanta’s Centennial Olympic Park, across the street from the Coca-Cola Co. museum.

SodaStream was set to air a commercial on Nov. 22 in which crates of bottled beverages are shown bursting.

The Israeli company will probably report that sales in 2012 increased 37 per cent to $424 million, according to the mean estimate of eight analysts surveyed by Bloomberg.

Waterbury, Vermont-based Green Mountain said on Nov. 28 that its fiscal fourth-quarter sales exceeded analyst forecasts. Shares gained 3.1 per cent to $37.81 to extend its advance since Nov. 27 to 31 per cent.

 –Editors: Marie-France Han, Tal Barak Harif


To contact the reporter on this story: Leon Lazaroff in New York at [email protected]


To contact the editor responsible for this story: Emma O’Brien at [email protected]

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