LAICA: I Grew Up With Sugar

This campaign, from LAICA, a Costa Rican sugar producer, tackled media misconceptions and cultural hearsay about sugar.

LAICA: I Grew Up With Sugar

Campaign Details

Brand Owner: LAICA Agency: Publimark Lowe Brand: Dona Maria Country: Costa Rica Industry: Food Channels Used: TV, print, online display

Executive Summary

This campaign tackled media misconceptions and cultural hearsay about sugar. An integrated advertising effort, including TV, print, online and sponsorships, aimed to tell the "truths of sugar": that it's natural, everywhere and has only 16 calories p