In the latest case of BDS fail, Israeli drink manufacturer SodaStream has won a legal battle in France against an organization seeking to impose a boycott on its products.
The Israel Hayom newspaper reported on Wednesday that the French court's verdict ruled that the "origin of the product" does not justify the call to boycott.
The group calling for the boycott of SodaStream, the Association France Palestine Solidarité, was told to cease and desist its activities against the company and take down its digital media equating SodaStream with fraud, according to the report.
SodaStream, an Israeli company that operates out of Ma'ale Adumim, a Jerusalem suburb located over 1949 Armistice lines, has been targeted by the BDS movement for holding its headquarters in so-called “occupied territory”.
In one successful attempt in November, BDS spurred radical left-wing activists to protest against the company in Vancouver, British Columbia.
The company manufactures and distributes machines for home use to make carbonated drinks, eliminating the need to buy environmentally harmful plastic bottles. It has become wildly successful, launching Israeli ingenuity into the public eye for its environmentally-friendly and frugal approach to the beloved beverage.
SodaStream recently scored another victory against BDS when it signed actress Scarlett Johansson as its first "global brand ambassador".
Johansson was called to cancel the contract with SodaStream, but she rejected the demands, making clear that she will not pull out of the endorsement deal.
The 29-year-old actress was to appear in SodaStream’s television ad during the Super Bowl on February 2. That ad has since been banned from the Super Bowl telecast, not because of the company’s location, but because the ad mocked Pepsi, the Super Bowl’s main sponsor.
Fox, the network that will air Sunday’s game, rejected the ad because Johansson mockingly says, “Sorry Coke and Pepsi” at the end of it.