Remedy Drinks challenges the ‘glamour’ of sugary drinks in a bid to end their ‘domination of summer’
Kombucha challenger brand, Remedy, is forcing consumers to rethink their summer drink choice, taking aim at the ‘glamour’ of fizzy beverages and highlighting the real side of a life enjoying ‘Sugar Fizz’.
In a bid to challenge the narrative of sugary soft drinks as a classic summer choice, the first campaign sees a muscular shirtless man slam a can of ‘Sugar Fizz’, only for the camera to pan back and reveal a larger man guzzling the beverage.
The campaign, created by AJF GrowthOps, is aimed at cutting through the noise and ‘domination’ of sugary beverages in the market and pose Remedy as the healthier, more virtuous, alternative.
There’s a line between making a point about the sugar content of soft drink, and plain old fat-shaming. When you’re showing a washboard stomach morph into a beer belly, you’re on the wrong side of that line.
This is just one-dimensional and transparent.
What’s more, if the creative executions were reversed I’m pretty sure there’d be a very loud outcry about the inappropriateness of telling women what is the “right” body image. For some reason that standard isn’t being applied for men. Why is that okay?
Personally, I’m not offended either way, but we shouldn’t have a situation where something is unsuitable for one, but fine for the other.
From what I recall of traditional Kombucha, isn’t it fermented and slightly alcoholic? Sugar vs. alcohol – quite the dilemma.
Interesting to note that a male character is fat-shamed and not the female. A double standard at play here as it would cause an uproar if an overweight female was portrayed in a negative way.
While I agree about the double standards, we know that some of the best advertising is based in a simple truth. Too much sugar makes you fat – simple.
It’s a 15″ spot so there’s not time to go into the biochemistry of weight-gain. It hits my pain-point (not wanting to become obese) so I’ll keep buying it.