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Scarlet Johansson SodaStream ad

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It's already controversial but what annoys *me* is the lousy tag line grammar: "Less sugar, less bottles". FEWER bottles, idiots! Advertising these days is insidious and intrusive enough as it is. The errors in spelling, punctuation, and grammar make it all worse. Their lack of principles notwithstanding, at least in the Mad Men era the commercials were screened by competent proofreaders and editors.

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  1. <"Less sugar, less bottles">

    I have a feeling that this is done intentionally.

    4 Replies
    1. re: Chemicalkinetics

      Why would they do it intentionally?

      1. re: dmjordan

        Like "Think different", "I'm loving it", "Got milk?", etc.

        And speaking of the "Mad Men" era:

        https://en.wikipedia.org/wiki/Winston...

        1. re: dmjordan

          To emphasize the word less.

          1. re: dmjordan

            My guess is that it is for being different and being catchy. I don't think it was an unintentional mistake.

            One justification for using "less" bottle is that anything smaller than one is less. Anything you cannot count is less, right? Less water, less milk, less coffee.

            If the argument is that SodaSteam allows you to never ever to throw away another bottle (<1), then it is less.

            At the end, I just think it is catchy.

        2. We have had a Soda Stream for a 5 years now.

          In our situation it is ZERO bottles, at least for soft drinks purchased at the market. We do not buy them anymore.

          Our initial 1L bottles from Soda stream had a 2 year life, with hand-washing only. We kept them clean and went well over that time period before they were replaced. I'm not sure if the dishwasher-safe bottles have made it to North America yet, but they are sold here. That is all we have in the Fridge, in the door rack.

          As the sugar in most of the syrups is derived from sugar cane and not high fructose corn syrup ( which does not process well in the liver ), a better ad might have been " Better / Healthier sugar, fewer bottles. " or " No HFCS, no bottles. " But I can live with Less sugar, less bottles.

          Ad men / Mad men: To paraphrase John Cleese in Monty Python " I wanted a career in (advertising), but I have a degree. "

          1 Reply
          1. re: SWISSAIRE

            The dishwasher-safe bottles are available in the US.

          2. I must confess that, as a dyed-in-the wool grammar fanatic, I didn't notice the grammatical issues with the ad. The main message/big picture annoyed me so much that I didn't focus on the details. I have been teetering on the brink of buying a Soda Stream for while (I've hesitated because I HATE the plastic bottles and don't want to pay extra for glass). But after seeing this ad, I WILL NEVER BUY SODA STREAM. So very, very, very (very) tacky. I'll install my own water-charging mechanism instead. Besides, I hear that the quality and customer service has plummeted - not surprising, given that they're spending all their money on abysmally tacky advertising. Bah, humbug!

            1. Advertising notwithstanding, I must be missing the whole point of the device. We bought one, used, at steep discount (they're very easy to find). The whole family thinks that the syrups taste awful and the only one of us who drinks plain soda water is the Spouse, so we have this fancy counterspace grabber for those random occasions he wants plain carbonated water. So I'm buying exactly as much soda as I did previously and I lost precious counter space, too.

              3 Replies
              1. re: rockycat

                We have one, and buy other syrups to use with it. Ikea has some great ones, and then there are the other common European brands, like Torani, Monin, etc. You're not going to get Coke, but it's a nice drink.

                That said, I thought the ad blew.

                1. re: rockycat

                  Agree that many of the syrups taste odd. And that the latest advertising, intended for the North American market, needs improvement, especially when up against Coke and Pepsi.

                  I cannot buy most Soda stream syrups ( called cordials here ) locally, as the local markets only carry the favorites. My wife and I must order tonic, lime, and a few others, and supplement those with our own ( natural Citron and Apricot, etc. ) when the fruit is in season.

                  Meyer lemon and Calamansi or Philippine Lime from our garden is another variety we like. we just cook it down, candy the fruit for baking, and add cane sugar to sweeten the remaining syrup.

                  On another CH thread the Torani brand of syrup was mentioned, which I'm looking forward to trying.

                  1. re: rockycat

                    It's not like their aren't other sources of syrups.

                  2. I noticed it immediately and used it as a teaching moment for my kids. As you can imagine, they were thrilled!

                    Perhaps it was intentional because I know the commercial sticks in my mind in a way that it probably wouldn't had they used "fewer bottles."

                    1. More importantly during the Mad Men era it was acceptable to drink during the day AND sexually harass your female co-workers! Bring back the good old days of competent proofreaders and editors!!!!

                      1. I once e-mailed Starbucks because their napkins said "Less Napkins, More Trees."

                        Never got a response...

                        Farewell, English language.

                        1. It also has oddly political issues attached to it as well. She had to resign as an Oxfam ambassador.

                          http://www.washingtonpost.com/blogs/w...

                          http://www.washingtonpost.com/blogs/e...

                          6 Replies
                          1. re: Withnail42

                            In addition to the politics, sexism, and grammar problems, she is also named in Dylan Farrow's diatribe about the alleged perverted relationships between Mia Farrow's children and Woody Allen. All in all, not a good week for ScarJo.

                            1. re: greygarious

                              Actually it was just announced yesterday that she recently bought a $2 million plus mansion on the beach in Amagansett (Hamptons LI) so I guess she's crying all the way to the bank.

                            2. re: Withnail42

                              from the sound of the statement, she chose to step down as an Oxfam ambassador, not that she 'had to'. By all accounts, it's more a loss to Oxfam than it is to Ms. Johannson.

                              1. re: ahuva

                                Yes, it is a loss for Oxfam. She still has the Horse Whisperer under her belt,and more.Enough said.

                              2. re: Withnail42

                                Without getting too involved in any of the political issues - SodaStream's stock has been consistently dropping for the past year plus. They're looking to either move to or add another factory and claim that they haven't gotten all of the government support they were initially promised. Etc etc - either way, hiring Johansson and advertising during the Super Bowl seems to me an obvious mega advertising push to help a floundering situation.

                                1. re: cresyd

                                  Speaking of Soda Stream headaches - looks like Green Mountain and Coca Cola are getting in on the action the fall. http://www.haaretz.com/misc/article-p...

                              3. Celebrity ads..what can you say abou them, folks paid to stand there and look pretty.

                                We own a SodaStream, use it for the fizz and make are own flavors. Fun to use at parties.

                                When it comes to advertising, isn't the idea is to have the image and message get under your skin and/or stick in your head? If so, looks like they accomplished that at the 'ole Ad agency.

                                Some of my favorite ads these days include children acting like adults or speaking with "grownup" thoughts..I laugh everytime. Kraft Mac n Cheese, Verizon..

                                1. My parents bought me a Sodastream. One of their $500 trips to Costco where paper towels, toilet paper and sonic toothbrush heads just weren't enough for them. In any event it sat in my garage for a good 6 months before I removed it from the box. Tried it, loved the carbonated water, never touch the flavorings. In fact, they went straight into the trash. Fast forward a few months and I realize the carbonator needs a refresh. Because it was purchased at Costco (where nothing is small) it used the 130cl tanks instead of the 60cl. I couldn't locate a local shop to refill or replace it, so I ordered a new tank directly from Sodastream. Thankfully you can find replacement tanks much more easily in both sizes, so I always have a chrged back up tank.

                                  I've made cream soda syrup, ginger ale syrup, apple syrup, grapefruit syrup and lemon lime syrup. I also add a dash of red wine occasionally.

                                  1. Go Jewish pride!

                                    1. I'm normally a stickler for grammar but was taught in marketing that for emphasis, ads will run w/ errors if it's more catchy. Repetition is good so using "less" twice works. For those who lament perfect grammar, remember back to "Winston tastes goods like a cigarette should." Sometimes the grammatically correct sounds odd and that's the last thing marketers want. As Winston Churchill said, ending a sentence w/ a preposition is something up with which I will not put. That would never go over in an ad. All that being said, I haven't seen the Scarlet Johansson ad.

                                      1. If it bothers you so much, why think about it?

                                        1. I drink tap water that is charcoal filtered. That way you receive little or no chlorine and fluoride. That way no plastic bottles are needed, No SodaStream and my iodine levels stay in the normal range, compared to over 90% of Adults who are highly deficient. Please read up on Adult Deficient Iodine levels and how it can effect you and your unborn child.

                                          10 Replies
                                          1. re: southernpacificbr549

                                            Yeah, but no bubbles. Unless your tap water is very.... unusual.

                                            1. re: linguafood

                                              You have a valid point well made, But read up on what low levels of iodine do to unborn children and what chlorine and fluoride do to reduce the iodine levels in our bodies. Let's see, Bubbly water is so appealing to you, but I'll pick Proper Iodine Levels in my diet and no iodized salt does not provide enough iodine, because the chlorine and floride leach it out of our bodies.

                                              1. re: southernpacificbr549

                                                I don't dabble much in minerals, nor do I worry about unborn children.

                                                1. re: southernpacificbr549

                                                  I use filtered tap water in my soda stream. Like lingua, I'm not concerned about an unborn child. Or, I should say my worry about having an unborn child at my age would exceeds my worry about proper iodine.

                                                  1. re: chowser

                                                    Yah, we filter our tap water for the soda stream and our coffee.

                                                2. re: linguafood

                                                  When I want bubbles I fart in the tub. I call it Tub-Stream.

                                                  1. re: jrvedivici

                                                    Please don't elaborate on the flavor, if you may.

                                                3. re: southernpacificbr549

                                                  Do you realize that in addition to fluoridating water, why, there are studies underway to fluoridate salt, flour, fruit juices, soup, sugar, milk, ice cream? Ice cream, Mandrake? Children's ice cream!...You know when fluoridation began?...1946. 1946, Mandrake. How does that coincide with your post-war Commie conspiracy, huh? It's incredibly obvious, isn't it? A foreign substance is introduced into our precious bodily fluids without the knowledge of the individual, and certainly without any choice. That's the way your hard-core Commie works. I first became aware of it, Mandrake, during the physical act of love... Yes, a profound sense of fatigue, a feeling of emptiness followed. Luckily I — I was able to interpret these feelings correctly. Loss of essence. I can assure you it has not recurred, Mandrake. Women, er, women sense my power, and they seek the life essence. I do not avoid women, Mandrake...but I do deny them my essence.

                                                  :)

                                                  1. re: 4X4

                                                    This is why I stick to grain alcohol & rainwater.

                                                    1. re: 4X4

                                                      The script from the " Dr. Stranglove " film, specifically the exchange with Sterling Hayden to Peter Sellers.

                                                      Do I perceive a rather complex phantasy involving Steling Hayden ? Peter Sellers ? Scarlett Johanssen ?

                                                  2. Me agree!