A quest to replace a depleted carbon dioxide canister and an unquenchable thirst for seltzer prompted longtime SodaStream user Scarlet Johansson to become the new spokeswoman for the now-famous Israeli soft drink company, the company said Thursday.
According to Ben Thein, an executive assistant to the CEO of SodaStream International, Johansson was traveling in France when she discovered her a CO2 cylinder had given out. She contacted SodaStream representatives in France, who, after a short conversation, managed to convince her to take part in the company’s efforts to spread its carbonated beverages across the globe.
“She takes her SodaStream everywhere,” Thein said of Johansson during an interview with the “Politely Rough” program on TLV1.fm radio. “In every one of her houses, she has a machine.”
SodaStream’s French representatives also switched Johansson’s canister, Thein went on to reassure his interviewers.
Johansson’s much-anticipated SodaStream Superbowl ad, an earlier version of which was banned by Fox because it contained a dig at big soda manufacturers Coca-Cola and Pepsi, showed the spokeswoman extolling the virtues of SodaStream’s home carbonated beverage technology before removing her robe to reveal an elegant outfit.
SodaStream has come under fire from pro-Palestinian activists for maintaining a large factory near Ma’ale Adumim, a settlement in the West Bank. Many in the BDS movement, a global campaign that urges its supporters to withhold patronage of Israeli-made goods and services, employed the term “blood bubbles,” while others cried foul over Johansson’s role as an Oxfam ambassador.
In response to the criticism, Johansson said in a statement that she was a “supporter of economic cooperation and social interaction between a democratic Israel and Palestine.”
“SodaStream is a company that is not only committed to the environment but to building a bridge to peace between Israel and Palestine,” she continued, “supporting neighbors working alongside each other, receiving equal pay, equal benefits and equal rights. That is what is happening in their Ma’ale Adumim factory every working day.”
(The Times of Israel’s Elhanan Miller visited the factory this week, and wrote this report: At SodaStream, Palestinians hope their bubble won’t burst.)