SodaStream has backed its Super Bowl advert after broadcasters rejected the company's submission for the second year in a row because it namechecks PepsiCo and the Coca-Cola Co.

SodaStream today (27 January) claimed this year's spot is toned down from last year's and “certainly less dramatic” than previously okayed Super Bowl campaigns from other companies. The Israel-headquartered firm also said that US broadcaster Fox rejected the ad because of a “fear of reprisal” from Coca-Cola and PepsiCo. 

Fox, which airs Super Bowl XLVIII next month, wants SodaStream to remove a line of dialogue that says “Sorry, Coke and Pepsi”.

A SodaStream spokesperson told just-drinks: “We certainly did not expect this one little line to be censored by Fox. 

“Coke and Pepsi are our competition, and it is common practice to use comparative advertising to make the point. And we have not even been given a reason for the rejection, but it seems clear that it is simply fear of reprisal.”

The spokesperson said other companies used similar tactics, including US auto maker Chevrolet, which mentioned rival Ford at the end of its Super Bowl ad in 2012.

PepsiCo and Coca-Cola did not immediately respond to requests for comment. just-drinks understands that Coca-Cola claims it did not put pressure on Fox over the advert.

SodaStream found itself in similar hot water last year when its debut Super Bowl ad was rejected as it was deemed disrespectful to Coca-Cola and PepsiCo. Sodastream eventually released a modified ad, but still aired the original spot online, where it went on to receive around five million views.

This year's advert stars SodaStream's new global ambassador, the actor Scarlett Johansson, and is due to be aired during next month's Super Bowl XLVIII.