Brita Builds a City Of Sugar Cubes in TV Ad
Brita Builds a City Of Sugar Cubes in Television Ad, Launches Public Exhibit to Dramatize Impact of Beverage Choices
Beverage companies are required to label how much sugar is in each can. But that doesn’t mean people understand how quickly those numbers add up.
The Brita water filtration brand decided to clarify things a bit. As part of a new advertising campaign called “Sugar Buildings” that will be launching this month, Brita built a replica of a city, entirely out of sugar cubes. The new 30-second TV spot, which premieres today, shows an intricate skyline, complete with skyscrapers, parks and bridges, indexed to the lifetime sugar consumption of a person who drinks just one soda a day – a shocking 221,314 sugar cubes. In addition to the ad, and with some help from the Alliance for a Healthier Generation and actor Jesse Tyler Ferguson of ABC’s Modern Family, Brita created a public exhibit of the sugar city at New York’s Chelsea Market. The exhibit represents the adult lifetime sugar consumption from soda for a family of four, with a size equivalent to nearly 1 million sugar cubes. The exhibit was created using approximately 7,000 pounds of sugar and includes a group of twenty-eight buildings, ranging from two to seven feet in height.
The campaign is part of ongoing efforts from Brita to remind people that water is the easiest and healthiest beverage around. The campaign is supported by the brand’s continued partnership with the Alliance for a Healthier Generation, an organization founded by the American Heart Association and the Clinton Foundation that works to reduce childhood obesity and encourage healthy habits in children.
“We believe that educating families on the amount of sugar in drinks will encourage them make the better choice for their health by choosing filtered water,” said Ed Huber, general manager for Brita. “Our new TV spot and this special sugar exhibit in New York shows people there is an opportunity for the entire family to choose water and take this critical step in to help the fight against childhood obesity.”
To continue its commitment to help Americans make healthier beverage choices and support causes that fight childhood obesity, Brita is proud to continue support for the Alliance and their Healthy Schools Program– building healthier school environments for nearly 15 million students by improving physical education, health education, child nutrition, and staff wellness policies and programs in more than 25,000 schools. “Our mission to end childhood obesity begins with ensuring kids have access to healthier food and beverages in the places they live, learn and play,” said Howell Wechsler, CEO for Alliance for a Healthier Generation. “This partnership with Brita allows us to educate kids and families about healthier beverage choices as we seek to build a healthier generation.” The “Sugar Buildings” commercial was created by DDB Worldwide Communications Group Inc., owned by Omnicom Group Inc.