We needed a thought provoking visual metaphor. One that was simple enough to seamlessly fit into the consumer's everyday routine, and powerful enough to make them reconsider the deadly habit. So, we created our own sugar sachets. Although they were filled with regular sugar, the packaging was designed to make them look like cigarettes at first glance.

To give the #StubSugar sachets maximum visibility, we collaborated with 55 cafes across Dubai and replaced the standard sugar sachets with ours.

Every time customers reached for one, they were hit with a powerful message:

“Sugar is the new tobacco. Cut down on both. #StubSugar”

To take the initiative further, special #StubSugar packs were sent to media houses, bloggers and influential personalities across the UAE. In less than a month, the movement became a social media sensation. A total of 5000 sugar sachets were created and distributed. Most of them still remain unused.

5000 sugar sachets that looked like cigarettes were created. In collaboration with 55 cafes across Dubai, we replaced the standard sachets with ours. Giving customers a chance to stumble upon the thought provoking message and be motivated to reconsider their habituated behaviour.

Many customers kept the sachets as a reminder and spread the world on social media. In less than a month, the awareness drive became a movement that sparked conversations and debates across social platforms, news, talk shows and health forums.

To take the initiative further, we created special #StubSugar packages and sent them to media houses, bloggers, influential professionals and local celebrities, who all came on board to spread the word and help UAE cut down on this deadly habit, one sachet at a time.

It was clear to us that the country was ready to #StubSugar.

In less than a month, this initiative became a social movement.

50,000,000 impressions were earned in less than a month

Inquiries about free diabetes check-ups at Aster Clinics increased by 27%

A total of 5000 #StubSugar sachets were distributed

Most of them still remain unused.

Every single individual who saw the #StubSugar sachets in person, on TV or on social media was convinced that sugar truly is the new tobacco.

In collaboration with 55 cafes across Dubai, the standard sugar sachets were replaced with 5000 new ones that were designed to look like cigarettes. Every time customers reached for one, they were hit with a simple but powerful message –

“Sugar is the new tobacco. Cut down on both. #StubSugar”

Specially designed packs with a handful of these sachets were also sent to sent to media houses, bloggers and influential personalities to amplify the movement.

The clever use of the touch points, and the customized packages sent across the city are what make this initiative relevant for Direct.

Dubai's working professionals consume at least 2 cups of coffee or tea every day. Tearing up sugar sachets to sweeten their beverages is an integral part of their daily routine. This touch point was our opportunity to make an impact.

We needed an innovative solution that seamlessly fit into the customer’s daily routine and delivered a message that provoked them to rethink the deadly habit.

Our aim was not to get customers to cut sugar out completely, but to become aware of the consequences of excessive sugar consumption, and start taking small steps towards cutting down. As one option for the first step, Aster Clinics offered free diabetes check-ups to anyone who showed interest by posting with #StubSugar.

Every year, around 17 million people succumb to tobacco related diseases worldwide. Whereas sugar related diseases kill around 38 million. The average daily sugar consumption in the UAE is 25 spoons per person. Which is 15 spoons more than what is considered safe. Yet tobacco is widely accepted as the leading health risk across the country.

Our objective was to highlight this danger that for so long had gone unnoticed, and change the perception of sugar consumption for good.