Challenge

1 in 3 Singaporeans will eventually develop diabetes but Singaporeans remain reluctant to cut their sugar intake because they think anything 'less sugar' is boring and tasteless. What they don't know is sugar actually deadens their taste buds, robbing not just their health, but their favourite flavours too.

Idea

To prove drinks don’t have to be high in sugar to taste good, the Health Promotion Board created Ah Heng Drink Stall as the ultimate taste test pop-up. Working with flavourists and mixologists, we designed 8 attractive low-sugar, high-flavour drink creations based on over 20 flavours, textures and sensorials. Ah Heng Drink Stall became the key sampling platform for Singaporeans to discover what they’re really missing out with too much sugar.

Results

Without gory statistics or stern lectures, the buzz and conversations ignited by our Ah Heng Drink Stall pop-ups along with disruptive reminders at every point-of-sale reframed the decades-old sugar debate. Now, Singaporeans have a reason to choose less sugar to gain more flavour.

● Best-performing sugar education campaign in 10 years

● 80% find the campaign relevant and convincing

● 79% all-time-high engagement