Brita: Soda Turns Your Body Into Sugar Cube City
Brita warns consumers that drinking a can of soda per day turns your body into sugar cube city.
The Brita water-filtration brand has a new spot that’s sure to stick with any soda drinker. The 30-second ad depicts a man stacking sugar cubes – starting with one can’s worth of sugar, and building up to 221,314 cubes. Why that number? According to Brita, that’s the amount of sugar consumed by a can-a-day soda drinker, over the course of an average lifespan.
With America currently in the throes of a full-on war against soda, it only makes sense for Brita to send some forces to the front lines. This spot is a very effective way to do just that. The dramatization of building a city of sugar within the human body is a simple, visually striking message. (I’m not even a soda drinker myself, and I still found the spot to be a bit alarming.)
In addition to the TV spot – produced by Omnicom DDB – Brita constructed a sugar cube city like the one in the ad. Requiring nearly four tons of sugar, the real-life model can be seen in New York City’s Chelsea Market. The brand plans to use content generated from the real-life sugar cube city to launch a social media campaign next year.
Soda companies are a bit of an easy target these days, but Brita still hit the bullseye. I find this spot to be far more effective than the uninspired “Cola Rain” ad Brita launched earlier this year. The message here is delivered with laser focus, as the pitch and the product align seamlessly.
Kudos to Brita. If I didn’t already have one of their pitchers in my fridge, I’d go buy one. (Maybe I’ll get a second one, just out of principle…)