A spoof SodaStream ad via the US Campaign to End the Israeli Occupation
Anyone flying into Tel Aviv’s Ben Gurion Airport these days is confronted with a huge poster on exiting immigration.
The photograph on the poster is of hundreds of empty dirty cans and plastic bottles heaped on top of each other in what might be a landfill site. Superimposed onto the picture are the words: “1 family, 3 years, 2,066 bottles and cans. SodaStream.”
The imposing advert, situated in prime position for everyone entering Israel through Ben Gurion to see, is part of Israel’s latest attempt to distract the world from its illegal occupation of Palestinian land – this time through greenwashing. As a result, SodaStream, the Israeli carbonated drinks manufacturer, is being heavily promoted by the Israeli state as it seeks to rebrand itself from an occupier to a champion of the environment.
The central advertising message is that, by buying a SodaStream machine and making fizzy drinks at home, people no longer need to buy pop in plastic bottles and cans. The central problem is that SodaStream operates out of an illegal Israeli settlement in the West Bank, and, as such, the company is complicit in war crimes and contributes directly to the Israeli occupation.
Israel steps up SodaStream marketing in attempt to greenwash Israeli settlement crimes | The Electronic Intifada.