LAICA: I Grew Up With Sugar
Campaign Details
Brand Owner: LAICAAgency: Publimark LoweBrand: Dona MariaCountry: Costa RicaIndustry: FoodChannels Used: TV, print, online display
Executive Summary
This campaign tackled media misconceptions and cultural hearsay about sugar. An integrated advertising effort, including TV, print, online and sponsorships, aimed to tell the "truths of sugar": that it's natural, everywhere and has only 16 calories per teaspoon.
Campaign background
In Costa Rica, and in the rest of the world, sugar has been demonized.
People have been led to believe that sugar causes numerous...