SUPER BET: An Israeli maker of home soda machines hopes to make a splash in the U.S. soft drink market through a global advertising campaign it will launch during Super Bowl XLVII.
BIG PUSH: 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 Israeli-occupied West Bank could hinder SodaStream's goal of making it big in the U.S.
THE BACKGROUND: The company is trying to position its machines as a cheaper and environmentally friendly alternative to bottled soft drinks.
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