Coca-Cola Australia committed to reducing the sugar across their portfolio of drinks by 20% by 2025, but they couldn’t get anyone to pay attention to their dry press releases.

We re-created two iconic Coca-Cola visuals: the bottle and the ribbon. Each design used 28.56g of sugar (the same amount contained in a classic 330ml bottle of Coke, minus 20%) to prove that Coca-Cola Australia are finally ready to stop “sugar-coating” the truth about their product and start taking the reduction of sugar seriously.

@ McCann Sydney
ECD: Jerker Fagerström
CD: Scott Lambert
CW: Jonathon Shannon
AD: Long Truong