Challenge:

The UAE’s obesity rate is double the world average. And after numerous fitness initiatives, it was time to address one of the biggest dietary problems: excessive sugar consumption.

People were unaware of the dangerous amounts of sugar hidden in drinks. Fruit juices were being positioned as ‘natural’ with ‘no added sugar’, while energy drinks and flavoured milk were perceived as ‘healthy’.

The film captures a typical day in the life of our young target audience where no party is complete without fizzy drinks and sugary juices. Mid-way through the film, when the sugar alert siren goes on, the film takes a drastic turn and a male nurse comes wheeling the stretcher in and goes out with one of them on it. Revealing that the party was actually happening in a hospital waiting area. Highlighting the dangers of consuming too much sugar.

From Dec 2017 to Mar 2018, OOH was utilized to create mass awareness focusing on smaller formats to increase reach & frequency, across the UAE. The selected formats allowed us to showcase our different messages and drinks in sequence to link them all together and ensure our audience understands the core message. We also had targeted in-store messaging at supermarkets and petrol stations, where the sugary drinks were being sold.

On digital, we used channel based Targeting: Food & Drink, Health & Fitness, Family & Parenting and used relevant keyword to deliver against relevant content (Sodas, Fruit Juices, Energy and Sports drinks)

Our Radio spots mimicked the existing sweetened beverage ads but interrupted the sugary claims with the truth.