HighKey Encourages People to Ditch Sugar this Valentine’s Day
Grace Mahas — February 12, 2021 — Marketing
References: maximumeffort & highkey
According to a recent survey, 86% of Americans report they will share a gift of chocolate or candy for Valentine’s Day. To combat this exorbitant amount of sugar intake, HighKey, the beloved online chocolate chip cookie brand, partnered with Ryan Reynolds’ marketing firm Maximum Effort to encourage people to "cancel sugar" this Valentine's Day.
The campaign includes a commercial staring 'Sugar Panda' that depicts a cautionary tale of what can happen when we eat too much sugar, including tooth decay, obesity, diabetes, and heart disease. Co-CEO Joe Ens commented, “We’re on a mission to help Americans cut sugar from their diet, but to pull it off, we need to disrupt the norm. There is not a more disruptive creative partner than Ryan Reynolds and Maximum Effort to help shake up the American diet.”
Image Credit: HighKey
The campaign includes a commercial staring 'Sugar Panda' that depicts a cautionary tale of what can happen when we eat too much sugar, including tooth decay, obesity, diabetes, and heart disease. Co-CEO Joe Ens commented, “We’re on a mission to help Americans cut sugar from their diet, but to pull it off, we need to disrupt the norm. There is not a more disruptive creative partner than Ryan Reynolds and Maximum Effort to help shake up the American diet.”
Image Credit: HighKey
Trend Themes
1. Sugar-canceling Marketing - Marketing campaigns that aim to reduce sugar intake through creative messaging, campaigns, and advertising.
2. Alternative Valentine's Day Gifts - Non-traditional gift options to promote healthy lifestyle choices, including experiences, subscriptions, and personalized items.
3. Healthy Snacks - The creation and marketing of healthier snack alternatives, especially those that target specific dietary restrictions or lifestyle choices.
Industry Implications
1. Food and Beverage - Developing and marketing new food and beverage products that cater to a more health-conscious consumer base.
2. Marketing and Advertising - Creating targeted marketing campaigns that promote healthier lifestyles and provide education about the negative effects of excessive sugar consumption.
3. E-commerce - Developing and promoting e-commerce stores that focus on selling healthy and sustainable food options in place of traditional Valentine's Day gifts.
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