Brita Built a City Out of Sugar to Show You What a Lifetime of Soda Looks Like

A can a day eventually adds up to 221,314 cubes

Headshot of David Griner

In the past, water filter brand Brita has targeted plastic bottles as public enemy No. 1, but now it has its sights on a new foe: soda.

A new spot created by DDB California uses towering piles of sugar cubes to show the impact of drinking one sugary soda a day (which would be pretty a moderate intake for some families). In the ad, we see a stack of cubes illustrating a single day of cola, followed by a skyscraper modeled from a year's sugar, ending on a cityscape built from the 221,314 sugar cubes a soda fan could consume "over an average adult lifetime."

It's a striking visual, one taken even further by the brand's #ChooseWater campaign in an exhibit this week at New York's Chelsea Market, where roughly 1 million sugar cubes (weighing 7,000 pounds) were shaped into an even larger skyline to reflect the amount consumed by a family of four over their lifetimes:

The sculpture features 28 buildings, varying in height from 2 to 7 feet. That's one tall drink of terrifying.


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Publish date: October 22, 2014 https://stage.adweek.com/creativity/brita-built-city-out-sugar-cubes-show-you-what-lifetime-soda-looks-160939/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
{"taxonomy":"","sortby":"","label":"","shouldShow":""}