SodaStream, an Israeli maker of devices that carbonate beverages with a manufacturing plant in the West Bank settlement of Maale Adumim, plans to run a TV commercial during Sunday’s Super Bowl, prompting calls for a boycott of the product by the Interfaith Boycott Coalition.
West Bank-based company, a maker of home soda machines, buys Super Bowl ad.
SodaStream's purchase of a Super Bowl commercial has the BDS movement in the U.S. saying it will step up its campaign against the Israeli firm.
Soda Stream, the maker of home soda machines, will pay about $3.5 million for a 30-second spot for the game. The company reportedly had net earnings of $27.5 million in 2011, according to The Associated Press.
The U.S. boycott, divestment and sanctions movement said it will step up its opposition to SodaStream in light of the Super Bowl ad buy.