Sugar, Sugar
The ‘Sugar, Sugar’ campaign was first launched in September 2009 and re-aired in May and June 2010. Campaign advertising drew attention to the ingredients in cigarettes, particularly additives such as sugar and honey which are commonly used and make the product more palatable.
The television advertisement featured a range of scenes depicting patients with various smoking-related diseases including laryngeal cancer, chronic bronchitis, emphysema and heart disease. The advertisement, set to the well-known song by The Archies, ‘Sugar Sugar’, finished with the words “additives such as sugar and honey can hide the bitter taste of tobacco but the damage cigarettes do can’t be hidden”. Most importantly, the campaign aimed to encourage smokers to quit now to give themselves every chance for a healthy and happy future.
A new press advertisement was developed to complement the television advertising.
Watch the 45 second TV advertisement
Read the newspaper advertisement
- Deceptively Delicious (pdf 205kb)
View other campaign materials
- Cigarette ingredients fact sheet (pdf 79kb)
- Campaign summary 2009 (pdf 95kb) and 2010 (pdf 85kb)
