As part of its marketing, Sodastream created a campaign to show the cooperation between Arabs and Jews in the factory. In its initial phase, the company posted several untranslated versions to Facebook. But after requests from the Swedish and Jordanian embassies – which wanted to use it for their public diplomacy efforts – Sodastream translated the clips to English and Arabic and paid for their promotion.

From an ad to stir up interest in carbonated beverages to a dropped partnership between a Hollywood actress and a humanitarian group, some netizens continue to dissect every move made by Scarlett Johansson and SodaStream.