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Feb 3, 2014 09:57 PM

Scarlet Johansson SodaStream ad

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: dmjordan

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

        And speaking of the "Mad Men" era:

          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.

        1. 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."