Sodastream anti-sugar campaign uses life size sugar statues to raise awareness
Drinks brand Sodastream has launched an awareness campaign intended to highlight the amount of sugar in fizzy drinks with the help of food artist, Jacqui Kelly, who carved statues out of sugar.
As part of National Sugar Awareness Week (30 November – 6 December) the home carbonation system maker enlisted the help of Kelly to highlight the amount of sugar people are currently consuming in the UK and the importance of drinking plenty of water.
The 7ft tall statues of a young girl, a teenage boy and a male adult were made using the total amount of sugar from fizzy drinks consumed per minute by each of the different age groups:
The statues went on display on the Albert Embankment, overlooking the Houses of Parliament ahead of tomorrow’s (2 December0 Parliamentary Reception being hosted by Action on Sugar.
Rachel Smith, head of marketing at SodaStreamUK said: “Our goal has always been to lead a revolution in the soft drinks industry and we’re starting to see a shift away from unhealthy sugary drinks.”
She added: “SodaStream is perfectly placed to respond to the current consumer demands for healthier alternatives to fizzy drinks as it enables people to easily transform ordinary tap water into sparkling water in seconds.”
As part of the campaign the brand is inviting consumers to take part in the #SugarSwapChallenge by quitting sugary fizzy drinks and swapping them for sparkling water.