V Says Say No To Sugar

V, the New Zealand energy drink, was promoted in its sugar free form in 2006, in a series of print advertisements featuring threatening sugar cubes being admonished by women with slim waxed legs. The tagline: “Say No To Sugar”. Sugar cubes are shown threatening to put a fork in an electric socket, reading a Penthouse magazine, photographing a topless sunbather, catching a ride behind skates, trimming grass skirts with a whipper snipper, and spying with a mirror. All inappropriate behaviour that must be stopped…

Credits

The Say No To Sugar campaign was developed at Clemenger BBDO, Sydney, by art directors Barry Baker and Pic Andrews, photographer Alistair Clarke, with retouching done at Electric Art.