27 November 2012 - 10:13am | posted by | 11 comments

ClearCast claims SodaStream didn't allow enough clearance time as it defends last minute decision to ban advert

Clearcast has defended its decision to ban SodaStream's new advert at the last minute,saying that the company “did not allow sufficient time” to clear the advert.

Clearcast banned “The SodaStream Effect’ ad the day before it was set to air that, explained that it “could be seen to tell people not to go to supermarkets and buy soft drinks, instead help to save the environment by buying a SodaStream.”

It later added: “We thought it was denigration of the bottled drinks market.”

Following Clearcast’s ruling, SodaStream’s UK managing director Fiona Hope described the decision as “absurd”.

Speaking to The Drum, a spokesperson for Clearcast explained the late decision, and said that for the advert to air, it would need to stand up the claims that SodaStream could save up to “a thousand bottles a year”.

Said the spokesperson: “Sodastream submitted an ad last week which we were unable to clear on denigration grounds. If they can address those concerns, they will also need to support claims made in the ad.”

They continued: “In the normal course of events there would be an on-going dialogue between Clearcast and the advertiser and in the vast majority of cases this results in a commercial that we approve for broadcast. The clearance process is generally an iterative process which often includes changes being made to copy to make it suitable for clearance and can also include escalation to Clearcast’s Copy Committee comprised of representatives from the Broadcasters which is the ultimate forum for appeals.

“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.

“Our normal processes remain open to them and we will work with them to try and get an ad to air,” they added before stating that the organisation was unable to comment any further.

The campaign has already aired in other markets including America, Australia and Sweden, with a global spend of £11 million. The creative is part of an integrated marketing campaign that aims to take market share from beverage giants.

Comments

27 Nov 2012 - 10:49
gareth_howells's picture

So if Clearcast were unhappy with the script. Why did they shoot it? I'm confused.com

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27 Nov 2012 - 12:15
Ogilvy's picture

"Denigrating the bottled drinks market"? Why is that even a problem?

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27 Nov 2012 - 13:37
douglas_laird's picture

Surely Coca Cola persuading you to buy their drink is denigrating to Pepsi. Are we banning that now?

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27 Nov 2012 - 14:31
KrisMole's picture

Soda Stream products are made on an illegal Israeli settlement on Palestinian land, and the company is currently in the process of ethnically cleansing Bedouin out of the area to make room for the company. It is for this reason that their adverts should be banned; and not for denigrating the bottled drinks market.

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28 Nov 2012 - 10:44
tover_banda's picture

I'm launching a Twitter campaign to get this infringement of free speech overturned. Please tweet this article and use the hashtag #SavetheStream

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28 Nov 2012 - 12:11
rosiemilton's picture

Ok, so what if SodaStream remove the quote with the figure about saving 1000 bottles a year and instead say, saving the wasting of many plastic bottles a year - because that's the actual truth? Denigrating the bottled soda market? More like they have a monopoly on the market and Clear Cast are in their back pockets. Disgraceful.

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28 Nov 2012 - 13:18
jmsgroup18733's picture

We put around 250 commercials a year through ClearCast and they often save clients from themselves. If a advertiser is going to make any kind of claim which requires additional substantiation then time needs to be allowed for this.

If queries were raised at the script stage then the producers should have had a Plan B in place. From personal experience there have been several times when a client has brought an ad right up to the wire defending a hard-to-prove claim, but we've had another 'safe' version of their commercial standing should the decision not go their way.

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28 Nov 2012 - 13:19
jmsgroup45258

We put around 250 commercials a year through ClearCast and they often save clients from themselves. If a advertiser is going to make any kind of claim which requires additional substantiation then time needs to be allowed for this.

If queries were raised at the script stage then the producers should have had a Plan B in place. From personal experience there have been several times when a client has brought an ad right up to the wire defending a hard-to-prove claim, but we've had another 'safe' version of their commercial standing should the decision not go their way.

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28 Nov 2012 - 13:28
markphillips54966834

I can see where the claim of 1000 bottles a year is contentious. That would mean a household of 3 people each drinking a bottle of fizz a day, every day. That's a lot of soda.

I assume you also have to take account of the bottles of flavouring that you still use. Each bottle of syrup makes up to 24 bottles of fizz. So about 40 bottles are still used. Not to mention the gas canisters that have to be recycled.

But the headline figure is how can they show that everyone in a household will use their Sodastream at least once a day, every day? Can't see it myself.

(Burp. Pardon - too much Tizer.....)

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28 Nov 2012 - 17:15
RhondasSongs

I had never heard of Clearcast or Sodastream before reading this advert and the comments actually did a better job of explaining who these people are and what actually happened. But the headline was interesting.

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28 Nov 2012 - 17:16
RhondasSongs

I had never heard of Clearcast or Sodastream before reading this advert and the comments actually did a better job of explaining who these people are and what actually happened. But the headline was interesting.

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