The barrier: The “Where’s the harm?” mentality.
For Liverpudlian parents, there was a lot of ambiguity about what drinks are healthy, how much sugar is too much and the real consequences of overconsumption.
The idea: Sugar Boy names and shames.
After carefully risk-managing, we chose a brave route: naming and shaming. With the creation of a spokesman/boy,
‘Sugar Boy’ and infographics showing the exact amount of sugar in the most common branded drinks for children, we visually and clearly linked sweet treats with outcomes parents wouldn’t want to see.
The result: Sweet, sweet media attention.
With the campaign causing powerful reactions across the internet, TV and Radio and featuring in almost every major news media from The Guardian to the BBC; the impact was out of proportion to the spend and the ROI was toothache inducingly saccharine.