SodaStream Commissions Giant Sugar Sculptures to Warn of Obesity Epidemic

Giant Sugar Sculptures

This month, a series of giant white statues have gone on display close to the Houses of Parliament, in London. And they are a little bit disconcerting to say the least – towering over passerbys and leering with caricature like faces. For shoppers and sightseers strolling down the Albert Embankment this week, they have been impossible to miss.

If you get a little closer, the sculptures become even more remarkable, because they are made entirely out of sugar. The little girl, teenage boy, and adult man were created by food artist Jacqui Kelley, as a visual representation of the amount of sugar which we consume in fizzy drinks alone.

They are not just for fun either, because the dramatic sculptures caught the eye of MPs heading into the Houses of Parliament for the Action on Sugar parliamentary reception. After the latest Commons Health Committee repeated its calls for a tax on sugary beverages, the government has been forced to reconsider the move.

The size of the sculptures is important, because they have been carefully crafted to represent the net amount of sugar (from fizzy drinks) which is consumed every single minute in Great Britain. The largest figure is a lofty 7ft tall and the designer is hoping that its visual impact will serve as a cautionary reminder to regulate sugar intake.

A growing amount of evidence has made it clear that Brits consume way more sugar than is recommended for a healthy lifestyle. It is thought that children take in 44.5kg every minute, teenagers 158kg, and adults around 385kg. The level of overconsumption is causing serious obesity problems in this country, with nearly two thirds of adults now being diagnosed as overweight by doctors.

The sugar sculptures were commissioned by SodaStream, which is keen to point out that swapping fizzy beverages for sparkling water is a quick and tasty way to make a change. In fact, the company claims that UK consumers can reduce their sugar intake by more than 2,000 teaspoons every year, if they are willing to make this simple switch.

The statues are just one of many examples of food and drinks giants turning to innovative new forms of marketing. Whilst the stunt does have a serious side – and it does convey a crucial message – it is also a great way for SodaStream to muscle in on the competition. The spectacle is extremely visible, stands out in hectic London, and reminds shoppers to take a closer look at their diets. In other words, they can be called a job well done.

by: Antony Hampel