An older version of the ad was black-balled in the UK

An older version of the ad was black-balled in the UK

SodaStream has been forced to change its Super Bowl ad because it takes a swipe at rivals the Coca-Cola Co and PepsiCo.

The “SodaStream Effect” ad, which features workers in Coca-Cola and PepsiCo uniforms, has been barred by Super Bowl broadcaster CBS, a SodaStream spokesperson told just-drinks today (29 January). The ad, which can be viewed below, was "perhaps too provocative regarding the bottled-soda industry", the spokesperson said.

A "refreshed" version will be shown in its place, the spokesperson said.

Coca-Cola and Pepsi will both air adverts during next month's Super Bowl, which this year carries a US$4m price tag for a 30-second slot, according to reports.

A previous version of the SodaStream ad was black-balled in the UK last year because “its visual treatment denigrated other soft drinks”, the country's pre-clearance organisation said. The TV campaign is part of a global push costing US$18m across 45 markets.

The Israel-based company's marketing campaign irked its bigger rivals in South Africa last year when an outdoor installation highlighting how much soft drinks packaging consumers throw away each year used empty Coca-Cola cans. Coca-Cola issued a cease-and-desist letter to SodaStream.