Bubble Politics: Sodastream Threatened with a Boycott

by Nathaniel Botwinick

You may have heard of Sodastream, a recently released product that lets you turn tap water into soda. They’re currently in the midst of a successful viral ad campaign after their Super Bowl ad was pulled in response to Pepsi’s complaining to CBS — it’s now getting millions of views on the Internet:

Now the do-it-yourself fizzy-sugar-water maker is under attack from the far-left organization Code Pink because the soda machines are manufactured by an Israeli company in the town of Mishor Adumim. Code Pink claims that Mishor Adumim is an illegal settlement because it is located within the Israeli town of Ma’aleh Adumim. This is not a factory in the middle of the desert; it is part of a suburb of Jerusalem that is home to almost 40,000 Israelis. While Ma’aleh Adumim is outside the pre–Six Day War lines, it is widely believed that it will remain part of Israel even in the event of a major land-for-peace deal as it would not preclude a contiguous Palestinian state and it has one of the largest populations of Israelis in the area. Furthermore, if Code Pink succeeds, it will hurt the 160 Palestinian families that rely upon Sodastream’s factory for work. But that does not factor into Code Pink’s strategy of boycott, divestment, and sanctions against Israel; nothing must stand in the way of the far left’s plan to destroy Israel’s economy if it does not agree to return to its indefensible 1948 borders.

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