Coca-Cola - Taking Action on Sugar
Our challenge was to create a communications strategy that would guide Coca Cola Great Britain in how they should respond to the Government’s plans to introduce a Soft Drinks Levy (a sugar tax).
Coke has traditionally been the poster boy for obesity – and used synonymously within the Sugar Tax debate – but research showed that their ongoing investment in lower or no sugar alternatives within their portfolio was have a significant impact on how much sugar is being consumed from soft drinks.
Over time, our staged approach was devised to create a counter narrative to the Sugar tax debate. To show how much Coke has already done, how effective it has already been and how the sugar tax itself could never be the answer to obesity reduction, combining clever creative mechanics with clear, concise fact.
The campaign: Taking Action on Sugar.
At Recipe we’re not normal. No really, we're not.
We didn’t start in the normal way.
We don’t make work in the normal way.
We don’t make normal work.
In 2004, three friends who’d never worked in advertising came up with a simple Recipe;
Make friends, find an angle and actually make the work.
We didn’t start in the normal way.
We don’t make work in the normal way.
We don’t make normal work.
In 2004, three friends who’d never worked in advertising came up with a simple Recipe;
Make friends, find an angle and actually make the work.
No outsourcing. No losing control. No wastage. No hierarchy. No egos.
We built strategy, creative and account management around a production core.
We also wondered why media and creative were so far apart, so brought media into our fold too.
From humble beginnings, we now partner with some of the biggest consumer brands in the world, who are just as not normal as us.