San Jose Soda Tax

Ground Softening + Persuasion

We produced creative for soda tax campaigns across the country, but in San Jose, instead of coming in in the middle of a fight, we used an inventive, “ground softening” approach.

Without mentioning a possible soda tax or pushing support for it, we ran PSA-style ads under an impressive validator - the American Heart Association - making clear the serious risks of soda consumption. We saw significant negative shift in opinions of soda after the campaign and lead us to include “just the facts” style messaging in other campaigns.