Sugar. The devils dust. A treat on the tongue, and a blight on the belly.

Obesity aside, it’s also been linked to several kinds of cancer with one in six (mostly male) Aussie teens sucking down over 5kg of sugar through these drinks a year.

A notoriously hard demographic to tell what to do.

Across TikTok and Youtube, this ad took a ‘trojan horse’ approach. Luring viewers in with ‘satisfying’ and ‘behind the scenes’ intro edits, we quickly switched to a visceral, attention grabbing message in a tone that would resonate with a young male audience.

The campaign delivered strong results and generated over 665,00 organic video views, and had a potential total audience reach of 3,134,300 Australians.

And people actually went searching for the ad, apparently.