Campaign Title:
Rethink Your Drink or Mejora tu Bebida (CDC)
Produced For:
Centers for Disease Control and Prevention (CDC)
Topics:
Diabetes, Heart Disease, Nutrition: Unhealthy food/drink, Nutrition: Healthy food/drink, Nutrition
Audiences:
Adults, Black/African American, Females, Hispanic/Latino, Males, General Audiences, Parents
Goals:
To educate people about the negative consequences of added sugars, the amount of added sugars in many popular beverages, and encourage them to choose water for themselves and their families.
Strategy:
Previously conducted focus groups found that consumers are interested in information about the sugar content in sugary drinks and are unaware of or underestimate the amount of sugar in many popular drinks. By educating consumers about sugar content and the consequences of consuming sugary drinks this campaign motivates people to “rethink your drink” and choose an alternative to sugar drinks.
Results:
Each of these ads were tested through in-depth interviews and changes to messaging and creative were made to address audience feedback. Most notably, participants responded well to the taglines Rethink Your Drink and Mejora tu bebida; different ads (e.g., messages, images, styles) appealed to different people within the same audience segments; participants wanted to see more beverages represented; there was some confusion about what was meant by added sugars. The ads were piloted through small-scale digital media buys in two locations each. Click through rates for each of the ads far exceeding industry and sector averages.
