Soft drink brand Dash Water has drafted in the Sugarbabes and MP Jacob Rees-Mogg to join its campaign championing the importance of sugar-free drinks.
The sugar-free brand had collaborated with Sugarbabes member Mutya Buena for a mock apology for the pop band’s role in the popularity of sugar among young people.
Buena said: “Sugar is not cool and now I can confirm that I am definitely a changed woman. I hope you can find it in your hearts to forgive me, but once again, I am truly, truly sorry.”
Dash then turned to Rees-Mogg with a prank interview with an undercover actor-turn-reporter to question whether the name of the pop band was “glamourising” sugar.
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The actor said: “Having a group of young women who appeal to young people being called the Sugababes and glamourising sugar in this way, could really be contributing to the consumption of sugar.”
“It seems to be slightly irresponsible to have something named ‘Sugababes’ in this day and age. People will start to look back at the Sugababes in the way that they looked at the Marlboro Man, the cigarette babes…”
Rees-Mogg replied that he had never heard of the band, but found the finding “fascinating” and the topic “relevant and important”.
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The campaign was designed to shine a light on the issue of hidden-sweeteners in many ‘sugar free drinks’ with Dash claiming the” tide is finally turning on sugary and artificial ‘healthy’ soft drinks full of sweeteners”.
Dash co-founder Jack Scott said: “We are so grateful for Mutya and Jacob for getting involved in our campaign. The tide is finally turning on sugary and artificial ‘healthy’ soft drinks full of sweeteners, with the WHO bringing to light the impact that sweeteners can have on our health.”
“Prior to launching the campaign, we conducted some research which found that 92% of 90s babies with a sweet tooth believe they were influenced by the Sugababes growing up. The same survey found that 2000s babies, only 56% of which have heard of the Sugababes, have much less of a sweet tooth.
“Dash Water is at the forefront of a new wave of healthy soft drinks and we will continue to do everything in our power to educate consumers about the dangers of consuming sugar and artificial sweeteners – even if that means hiring an undercover actor to present the idea to Jacob Rees-Mogg…”
The latest campaign follows Dash relaunching their popular grapefruit flavour, amid renewed demands for the originally limited edition product.
