Health Promotion Board
"LESS SUGAR, MORE FLAVOUR"
We love this campaign because it stayed true to the basic human truth about our attitude towards health - We don’t do what we ought to do for our health – we do what we enjoy instead.
Diabetes communication is usually about cutting out sugar.
To a Singaporean, that's no fun. Because they love their food. And they believe sugar ADDS flavour to food.
So we didn't focus on sugar. We focused on flavour. Sugar HIDES true flavour. When you add sugar to your drinks, all you taste is the sugar, not the true flavours of the drinks.
Enjoy the true flavours of the food you love.
The team, led by Jia ying and Pei ling executed a campaign that encompassed TV, pop-up kiosks and a whole lot of collateral that found its way into coffeeshops and restaurants all over Singapore.
Films featured local and western coffee/tea specialists who told us about how they extracted true flavour from their beans and tea leaves.
New drink recipes that hero-ed true flavour were created.
A pop-up drinks store inspired by old local kopitiams, or coffeeshops allowed people to taste new and old drinks in its truest flavour.
