Israelis Take On Soda Super-Giants


sodaAn Israeli maker of home soda machines hopes to make a splash in the US soft drink market through a global advertising campaign it will launch during Super Bowl XLVII.

For SodaStream, the advertising push marks a bold – and risky – bet on tapping into the tastes of the world’s largest soft drink market. But opposition from major beverage makers and criticism of the company’s operations in a Jewish settlement in the West Bank could hinder SodaStream’s goal of making it big in the US.

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{ Israel}


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