SodaStream Comments on Healthy Consumption with Statues in London
Rebecca Byers — December 30, 2015 — Art & Design
References: eventmagazine
SodaStream recently debuted three staggering sugar statues in front of London's Parliament buildings with the hope of starting a conversation on sugary beverage intake. The health conscious publicity stunt coincided with the release of the Commons’ Health Committee report on the expected positive effects of a sugar tax and took place a day before the Action on Sugar’s parliamentary reception.
Partnering with food artist Jacqui Kelly for the installation, SodaStream revealed the three sugar statues on December 1 and directed consumers to their #SugarSwapChallenge campaign, which encouraged switching sugary drinks for sparkling water.
Designed to illustrate the high sugar intake associated with soda drinks, the three sugar statues represent a child, teenager and adult and are made with 44.5kg, 158kg and 385kg of sugar, respectively.
Partnering with food artist Jacqui Kelly for the installation, SodaStream revealed the three sugar statues on December 1 and directed consumers to their #SugarSwapChallenge campaign, which encouraged switching sugary drinks for sparkling water.
Designed to illustrate the high sugar intake associated with soda drinks, the three sugar statues represent a child, teenager and adult and are made with 44.5kg, 158kg and 385kg of sugar, respectively.
Trend Themes
1. Sugar Reduction Campaigns - This trend highlights the growing emphasis on reducing sugar intake and promoting healthier beverage choices.
2. Interactive Publicity Stunts - Companies are leveraging eye-catching installations and events to generate awareness and engagement around health-related issues.
3. Partnerships with Artists - Collaborations with artists bring a creative element to health campaigns, making them more visually impactful and memorable.
Industry Implications
1. Beverage - The beverage industry can explore opportunities to develop and market healthier drink alternatives, as well as launch campaigns promoting sugar reduction.
2. Advertising and Marketing - This industry can take advantage of the rising demand for interactive and visually captivating campaigns to help clients promote health-conscious messages.
3. Art and Design - Artists and designers can collaborate with companies to create visually impactful installations that raise awareness about important health issues.
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