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Drink Up!

Brand Campaign

Following a Pepsi generation brought up on cola and sodas, it’s time for young Singaporeans to curb the rise of diabetes by taking up arms against sweetened beverages. To beat diabetes, we created a catchy beat, literally making our messages music to the ears for youths. And with a good rap, we gave sugary drinks the bad rap they deserve.

The Challenge

Singapore has the 2nd highest diabetes rate in the world, with no signs of slowing down as the number of diabetics is forecasted to double by 2050. Singaporeans consume twice the recommended amount of sugar per day, especially sugar-sweetened drinks, which constitute 60% of the total sugar intake. To the younger generation brought up by bubble tea and Milo Peng, their sense of “invincibility” towards diabetes renders most health campaigns ineffective. So when the diabetes war was declared for the Next Generation, it couldn't have chosen a more difficult, cynical and rebellious target audience.

The Insight

The younger generation of teenagers and young adults were raised on social cool and instant gratification. While they are not going to be persuaded by just any health authority, expert opinion or conventional advertising, there might be one saving grace – they are rebels-at-play, seeking their new gen identity by subscribing to a new social consciousness. 

The Idea & Execution

Music video, rebels and rap make for a combustible combination for a radical new beat in town, if we could ever have a chance at changing social culture. 

Introducing ‘The Beat to Beat Diabetes’ – the most epic rap battle against sugar

We enlisted the radical “voice” of the generation, home-grown rapper ShiGGa Shay to rebel against the sugar-coated lies of beverage manufacturers – basically, giving sweet drinks the bad rap they deserve, and waxing lyrical about why water is the real cool. Catchy, provocative, with a dash of Singlish, the music video signposted the new.

Case study board 


Markies 2019:

Goldmans 1 Silver, 1 Bronze

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