On July 9, 2014, JVP Philly observed the We Divest National Day of Action by staging a demonstration in front of the Williams-Sonoma location on Broad St. in Center City, Philadelphia. The purpose of the demonstration was to request that the store deshelve Sodastream. Coming as it did amidst Israel's summer assault on Gaza, the action drew a small pro-Israel counter-protest, which stimulated some local press coverage.