Cocogun Creates ‘The Crappiest Ad In The World’ In Rethink Sugary Drink Campaign

Cocogun Creates ‘The Crappiest Ad In The World’ In Rethink Sugary Drink Campaign

Coffee Cocoa Gunpowder (Cocogun) has launched a truly ‘crappy’ campaign for the Rethink Sugary Drink Alliance.

The Alliance is made up of a number of organizations from around Australia, including Diabetes Australia, Kidney health, Nutrition Australia, Australian Dental Association, and Cancer Council Australia.

It is a very striking video, with a visceral quality that will surely prompt viewers to stop and think about their sugary drink habits. Aimed at Gen Z and Millenials, the video highlights the health risks that come with overconsumption of sugar.

One 600ml bottle of soft drink contains up to sixteen teaspoons of sugar, and one in six Australian teenagers consumes five kilograms of sugar a year through soft drinks alone.

Craig Sinclair, Head of Prevention for Cancer Council Victoria said, “We know that for a long time the sugar-sweetened beverage companies have been promoting, with glorious effect, the attributes of downing soft drinks. Many of which contain far more sugar than our body has the capacity to cope with.

We found that many people, particularly young people, are unaware of the sheer volume of sugar found in these products. We also know, through our tobacco and sun protection campaigns, that ‘scare’ campaigns absolutely work to drive behaviour change.”

Cocogun Creative Partner Ant Melder said, “16 teaspoons of sugar in one drink is pretty grim. And the consequences are dire. We wanted to bring people’s attention to this in a way that makes it difficult to ignore or dismiss. This is definitely the shittiest campaign we’ve ever worked on but we’re really happy with how it turned out.”

The campaign is currently running on YouTube, Instagram, Facebook and TikTok.


Coffee Cocoa Gunpowder

Creative Partner: Ant Melder

Copywriter: Lewis Clarke

Art Director: Lauren Maneschi

Senior Business Director: Emily Hahn

Head of Design: Chris Clausen

Head of Social: Hayden Wright

Producer: Monique Pardavi

Cancer Council Victoria/Rethink Sugary Drink

Head of Prevention: Craig Sinclair

Head of Media and Communications: Kelly Dienaar

Marketing Manager: Radhika Lucas

Media and Communications Advisor: Natalie Kaplan

Media and Communications Officer: Clare O’Shea

Tasty Films

Director/DP: Brendan Isaac

Managing Director/Executive Producer: Andrew Wareham

Producer: Andrew Leslie

Smith and Western Sound

Executive Producer: Dan Higson

Composer/Sound Designer: Nick West

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