The “Life’s Sweeter” campaign launched at the first National Soda Summit in DC. The campaign motivated reduced consumption of sugary drinks to combat obesity and diabetes. Due to a growing national movement, soda consumption is down about 1% per year.
SWEET LIES
The Hawaii DOH selected Interlex to develop a research-based behavior change campaign aimed at reducing the consumption of sugary drinks by Hawaii’s youth. The campaign targeted parents of school-age children and focused on fruit drinks, which are popular and often mistaken as healthier alternatives. Interlex created a branded campaign, “Sweet Lies,” in a countermarketing strategy designed to expose the beverage industry’s deceptive marketing practices and rally parental awareness and concern. The campaign included posters in stores and malls, billboards, radio and TV.