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This Just Might Be the 'Crappiest' Ad in the World

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Coffee Cocoa Gunpowder teams with the Rethink Sugary Drink Alliance to launch surprising spot

This Just Might Be the 'Crappiest' Ad in the World

Coffee Cocoa Gunpowder has launched a new campaign for the Rethink Sugary Drink Alliance. 

The campaign is supported by 19 organisations that make up the Alliance, including Cancer Council Victoria, Australian Dental Association, Diabetes Australia, Nutrition Australia and Kidney Health. Through its surprising, visceral execution, it aims to get young people – specifically Gen Z and Millennials – thinking twice about the amount of sugar in soft drinks and the health risks associated with over-consumption.

Shockingly, a 600ml bottle of soft drink contains up to 16 teaspoons of sugar and one in six Aussie teenagers consumes at least 5kg of sugar each year from sugary drinks alone. Regular consumption can cause tooth decay, obesity and kidney disease. Obesity is a leading risk factor for Type 2 diabetes, heart disease and some cancers.

Cancer Council Victoria’s head of prevention, Craig Sinclair, said: “We know that for a long time the sugar-sweetened beverage companies have been promoting, with glorious effect, the attributes of downing soft drinks. Many of which contain far more sugar than our body has the capacity to cope with. We found that many people, particularly young people, are unaware of the sheer volume of sugar found in these products. We also know, through our tobacco and sun protection campaigns, that ‘scare’ campaigns absolutely work to drive behaviour change.”

Cocogun creative partner Ant Melder said: “16 teaspoons of sugar in one drink is pretty grim. And the consequences are dire. We wanted to bring people’s attention to this in a way that makes it difficult to ignore or dismiss. This is definitely the shittiest campaign we’ve ever worked on but we’re really happy with how it turned out.”

The campaign is currently running on YouTube, Instagram, Facebook and TikTok. 

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Coffee Cocoa Gunpowder

Creative Partner: Ant Melder

Copywriter: Lewis Clarke

Art Director: Lauren Maneschi

Senior Business Director: Emily Hahn

Head of Design: Chris Clausen

Head of Social: Hayden Wright

Producer: Monique Pardavi

Cancer Council Victoria/Rethink Sugary Drink

Head of Prevention: Craig Sinclair

Head of Media and Communications: Kelly Dienaar

Marketing Manager: Radhika Lucas

Media and Communications Advisor: Natalie Kaplan

Media and Communications Officer: Clare O’Shea

Tasty Films

Director/DP: Brendan Isaac

Managing Director/Executive Producer: Andrew Wareham

Producer: Andrew Leslie

Smith and Western Sound

Executive Producer: Dan Higson

Composer/Sound Designer: Nick West

Genres: Comedy

Categories: Health, Corporate, Social and PSAs

Coffee Cocoa Gunpowder, Wed, 24 Mar 2021 14:53:03 GMT