This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

5 Dumbest Things on Wall Street This Week

5. SodaStream Gets Doused

Frankly SodaStream (SODA), nobody gives a damn about Scarlett.

Shares of the seltzer-machine maker, which trumpeted the hiring of sexpot Scarlett Johansson as its new spokesperson Saturday, got flattened Monday, falling over 26%, after it slashed its fiscal 2013 forecast due to disappointing Christmas sales. The Israel-based company says it now expects full-year net income of about $41.5 million on revenue of about $562 million, down from its prior projections of $54 million in profit on sales of approximately $567 million.

Come on folks. Nearly half of SodaStream's float was sold short at last check so it shouldn't be that big of a surprise that its bubble finally burst.

"Despite achieving all-time record sales, we failed to deliver our profit targets and are disappointed in our fourth quarter performance," said SodaStream CEO Daniel Birnbaum. "These preliminary results reflect a challenging holiday selling season in the U.S. and several factors, mostly from the second half of the quarter that negatively impacted our gross margin."

In other words, to quote TheStreet's very own Herb Greenberg, SodaStream is now an "all-in product, where nearly everybody who is going to get or give a SODA machine has done so or will." As a result, the company is cutting deals with retailers with the hope that higher volume will make up for lower margins and help it reduce a brimming inventory.

(Heck, we get all Herb's hate mail anyway so we might as well borrow a phrase or two from our buddy in San Diego.)

One thing Herb forgot to mention, however, was SodaStream's shameless ploy to redirect the Street's gaze onto the bombshell Johansson just prior to its earnings blowup.

"Scarlett is a long-time user and genuine fan of our products, a role model for healthy body image and a champion for environmental responsibility, making her the perfect choice for our global ambassador," flattered Birnbaum. "She truly embodies our brand values and we are honored to have her join our team."

"Healthy body". "Embodies our brand values." We get it. Scarlett's stacked.

Not that it matters anyway, Dan.

As much as those wolves on Wall Street appreciate Scarlett's bottom line, it's not going to keep them from focusing on yours.

1 of 5

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,083.80 -2.83 -0.02%
S&P 500 1,987.98 +0.97 0.05%
NASDAQ 4,472.1080 -1.5890 -0.04%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs