The NYC Department of Health’s campaign to get people to cut back on sugary drink by asking, “Are you Pouring on the Pounds?” in some gruesome subway ads may forever ruin your favorite cola. The pouring on the pounds ads show recognizable bottles of pop, juice and energy drinks being poured over glasses of ice, only instead of a sweet, sugary liquid the bottles dispense lumpy, veiny human fat.
Associate Commisioner Geoff Cowley explained the reasoning behind the pouring on the pounds shockvertising: “Just trying to be positive and encouraging doesn’t always get people’s attention, If you get in people’s faces a bit, that does get people’s attention.” We’ll never look at Gatorade, Snapple or Coke in the same way.
Why This Trend Is Growing
- Shockvertising
- Disruptive innovation opportunity: Explore shock advertising as a way to grab attention and create lasting impressions for products or campaigns.
- Health Awareness
- Disruptive innovation opportunity: Develop creative and engaging campaigns to raise awareness about health risks associated with sugary drinks and promote healthier alternatives.
- Visual Impact
- Disruptive innovation opportunity: Create visually striking ad campaigns that make a strong impact on viewers and leave a lasting impression about the advertised products.
Industries Being Reshaped
- Advertising
- Disruptive innovation opportunity: Incorporate shockvertising techniques into ad campaigns to generate buzz and stand out in a crowded advertising landscape.
- Beverage
- Disruptive innovation opportunity: Experiment with new and healthier beverage options to cater to health-conscious consumers looking to reduce their sugar intake.
- Public Health
- Disruptive innovation opportunity: Develop innovative approaches to educate the public about the health risks posed by sugary drinks and encourage behavior change towards healthier choices.
