Sour Side of Sweet - Slide 1
Sour Side of Sweet - Slide 2

Sour Side of Sweet

Multimedia Campaign

CLIENT: NYC Department of Health

To encourage New Yorkers to avoid consumption of sugary drinks and raise awareness of marketing strategies that promote them, we relied on the selling tools that have worked for sugary drinks throughout marketing history: emotional drivers such as vanity, indulgence, aspirational lifestyle, and carefree leisure.

The plot twist comes at the end when we reveal the truth behind the products. 

See the final results here.