Hasta La Creative!

Since he once worked on the Coke business while at Crispin Porter + Bogusky, one could argue Alex Bogusky is being hypocritical in creating an anti-soft drink video for the Center for Science in the Public Interest. The four minute video, which features Coke-like polar bears, is a litany of facts and figures about how sugar is wreaking havoc on humans.

Or, one could argue he’s simply providing awareness to the other side of the story; the story told by various cause groups that don’t have enough clout to counter the billions spent on messaging by soft drink brands.

Either way, the work is good. It’s informative. It’s not over the top and doesn’t pontificate too much. But, as is always the case with food and drink, it’s not the brand that pours the stuff down people’s throats. It’s the people themselves. Which, if you believe that line of thinking, is support for Bogusky’s effort here. All he’s doing is providing the information people need to make an informed soft drink buying decision.

Sugar doesn’t kill. Too much of it, though much like anything else one consumes, can have deleterious effects. No, soda shouldn’t be banned. But people do need to know what they’re consuming and the effect it can have. That may seem like common sense. Sadly, it’s not which is why we need efforts like this to educate.