American Beverage Association
Helping soda companies talk to teens about balance
Mixify was an unprecedented national campaign from the world’s biggest beverage companies (Coke, Pepsi and Dr Pepper) to talk to both teens and their parents about balance and cutting back on calories—even when it comes to their most beloved products. The campaign idea convinced the backers of the American Beverage Association to put their combined resources behind the first campaign from the industry to raise awareness about balance and moderation.
National TV Spots
Meet Mixify: Intro Video
MyMixify.com
MyMixify.com is the place for teens to find tips, tools and information about finding balance. The site features social media posts from other teens sharing how they balance, information about Mixify and an Ask the Experts tool that allows teens to submit questions to a panel of experts. [Click to enlarge]
Social Media
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Online Actor Interview Videos
Banner Ads
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Launch
The campaign was launched with a surprise announcement from President Clinton at the highly publicized Clinton Global Initiative. Clinton revealed the beverage industry's partnership with the Alliance for a Healthier Generation and their commitment to fight obesity by cutting 20% of America's calories by 2025.
In conjunction with the campaign launch, full page print ads were run in the New York Times, Washington Post and Wall Street Journal
Earned media
From the New York Times and the Wall Street Journal to AdAge and Time, news outlets from across the country picked up the story.
