LAICA: I Grew Up With Sugar
Brand Owner: LAICA
Agency: Publimark Lowe
Brand: Dona Maria
Country: Costa Rica
Channels Used: TV, print, online display
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.
In Costa Rica, and in the rest of the world, sugar has been demonized.
People have been led to believe that sugar causes numerous health problems – such as diabetes – to the point of being described as a "legal drug".
This slander reached its most critical point when La Gaceta, the official newspaper of the Costa Rican government, published a law that banned the sale of high-sugar products in the nation's public schools.