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…

Sugar cube threatens to put a fork into an electric socket

Sugar cube reading a Penthouse magazine

Sugar cube with a camera

Sugar cube makes use of skates

Sugar cube with a whipper snipper

Sugar cube with a mirror


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.

  • Tessa

    I am a student Griffith University in Brisbane and i am currently doing an analytical essay on th V “say no to sugar” advertisments. I was wondering if you were able to tell me what the preffered reading of the “mirror” advertisment is?

  • Haa

    Dont really get what the point of these ads are ae- theyre pretty dumb really- I like v and v should be advertised with ads fit for it!!