Taking on one of America’s all-time favorite brands. Now that’s an advertising nightmare. But what used to be a special treat has become a daily part of every meal, leading to a serious weight problem in this country. So we had to create something memorable. And boy did we. Visually showing what happens to all that sugar inside your body. It wasn’t an innocent liquid you were drinking, it was basically pure fat. The “Are you pouring on the pounds” advertising campaign we created became one of the most talked about advertising campaigns of all time. Ranked right up there with Calvin Klein’s iconic underwear ads as one publication put it. Our “drinking fat” viral video was one of the most-watched public health videos ever. And no one in New York City left the subway without our glob of fat image permanently seared into their brains. Did it work? Absolutely. It brought worldwide attention to a serious issue. Even today we still meet people who can’t get this graphic image out of their heads and tell us that it was the turning point in never enjoying a soda the same way again. Sorry, Coke.
Fear creates stigma. We changed the message, the tone. It’s still about protection but not about being afraid.
We told them it’s where the really smart kids go. Suddenly, they’re clamoring to get their kids enrolled.