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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.

Category: Pop/fizzy, Soft drinks

Genre: Strategy/Insight