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