Together with VILVI, we have converted data into objects, only this time – made of sugar.
Together with dairy producer VILVI, we have turned unseen sugar reduction into objects. The new campaign takes the sugar you don't eat when choosing their Less Sugar products and builds everyday items from it - from rings to bicycles.
Each sugar sculpture shows how much sugar you avoid overtime when picking VILVI's Less Sugar products instead of regular ones:
One day without a regular yogurt saves 9g of sugar - the weight of a wedding ring
Five days of Less Sugar cheese snacks saves 21g - a lipstick
A week of Less Sugar yogurt adds up to 62g - a pair of sunglasses
Five months equals 634g - a basketball
One year reaches 1,543g - an acoustic guitar
Two years totals 6,427g - a bicycle
The numbers come from direct comparisons: each Less Sugar cheese snack has 4.23g less sugar than average market products, while their yogurt contains 8.87g less sugar per serving.
"Less sugar, more you" is the campaign's simple message. It shows how cutting down on sugar leaves room for things that matter - sports, music, free time, and connections with others.
The campaign speaks to modern consumers who balance healthy choices with everyday enjoyment. These active people look for quality in their food while keeping an eye on sugar intake. They care about what they eat but don't want to give up taste or satisfaction - exactly what VILVI's Less Sugar products offer.