Criticism as Scarlett Johansson becomes new face of SodaStream

Partnership between between actress and Israeli company draws negative reactions.

Storified by AJAMStream· Wed, Jan 15 2014 11:58:23

cosmopolitan.co.uk

The story from Mondoweiss generated online reaction on Twitter. Here is a sampling of some tweets:

Alarmingly political move by Scarlett Johansson to promote #SodaStream, whose factories are built on illegal West Bank settlements. #BDSMartha Schabas

@ScarIettJ how can you "set the bubbles free" while Palestinians are living under Israeli occupation? http://t.co/SElVAXxC8B #BDSJeff Callaghan

Ugghh: Scarlett Johansson ignoring calls for boycott of Israeli settlements #fail #profiteering #nasty #BDS http://t.co/B5dQKvE27Fnoushin

Scarlett Johansson supports occupation of Palestine, becomes #Sodastream "Global Brand Ambassador" http://t.co/Mv487W8Xwx @Anna_Baltzer #BDSToni MacAfee

Scarlett Johansson has not addressed the criticism, but has stood by becoming the face of the company.

"I've been using the SodaStream products myself and giving them as gifts for many, many years," said Johansson. "The company's commitment to a healthier body and a healthier planet is a perfect fit for me. I love that the product can be tailored to any lifestyle and palate. The partnership between me and SodaStream is a no brainer. I am beyond thrilled to share my enthusiasm for SodaStream with the world!!"haaretz.com



Johansson's multi-year contract as SodaStream's "global brand ambassador" begins February 2, when Johansson will star in the company's second-ever Superbowl Sunday commercial.

Behind The Scenes Of Our New SuperBowl Commercial With Scarlett Johanssonsodastreamguru

What do you think? Share your thoughts in the comments below.