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Educational VideosThese videos were created to inform people of the connection between sugary beverages and the epidemic of over weight. They highlight the current research evidence as well as the day to day realities.
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Industry AdsThe beverage industry maximizes its marketing dollars by telling kids and teens that sodas and other sugary drinks will transform their lives -- even if only in their dreams. This collection of advertisements uses strategic marketing tactics to make whimsical associations between sugary drinks and the things young people care most about: love, belonging, music, film, and fun. The commercials often take the viewer into a surreal fantasy land, where the protagonist does the impossible --
becomes pop star Cristina Aguilera, makes music with Smokey Robinson and B2K, joins a secret sect of martial arts gurus -- all from a single sip! With the unbridled power of special effects and celebrity endorsements, the beverage industry has become the liaison between young people and their wildest imagination -- all the while securing their brand-loyalty.
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Anti-Soda Ad CampaignsSocial marketing campaigns around the country, from New York City to Seattle-King County to St. Paul, are educating viewers on the link between sugary soda consumption and obesity, diabetes, and other health problems. Through creative videos, such as New York City's
Pouring on the Pounds campaign, cities are illustrating the compelling reasons why people should instead choose water, low-fat milk, non-sweetened teas, or other non-sugared drinks. Click on the videos above, and send them to friends!
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Industry Sponsored Ads Against Soda TaxThe industry's anti-soda tax ads have several common themes. One is to make strong emotional appeals to people's dislike of government intrusion and worries over their well-being during this economic downturn. This is illustrated by a frequently used image of women shopping for groceries, angered by the burden a soda tax will have on their livelihoods.
Another common theme is to equate soda with food, making it easier to accuse soda tax advocates of trying to take food out of the mouths of low and middle-income people. A third theme is that a tax will deprive people of a "simple pleasure" -- an inexpensive sugary drink, which is, the ads claim, just an "occasional" treat.
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Soda StoriesThese stories are from real people. They show how easy it is to find a sugary drinks anywhere -- in schools, communities, or cities. They highlight our over-exposure to advertising for these products. They describe the creative and powerful
effots of individuals working on soda policies. We want to highlight your strategies, challenges, and triumphs, so we can inspire others to change the beverage world they live in. Submit your soda story here!
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