SAN ANTONIO, TX: Washington, DC-based Center for Science in the Public Interest (CSPI) has hired Interlex to create media campaigns focused on reducing the consumption of sugary drinks, and increase awareness of its negative impact related to obesity, diabetes, and other health problems.
"In November 2009, Interlex was approached by Goddard Claussen, an agency hired by the American Beverage Association, to work on a campaign against proposed taxes on sugary drinks for the ABA," said Rudy Ruiz, CEO of Interlex.* "That opportunity also ran counter to Interlex's mission and my stated position on the issues. Thus, Interlex chose not to pursue that opportunity. Instead, we reached out to CSPI and partnered to create a national campaign to reduce the consumption of sugar-sweetened beverages."
Last year, Interlex began collaborating with CSPI and Yale University's Rudd Center for Food Policy & Research on a study based on consumer attitudes on sugary drinks and the types of messages that may be helpful to change those perceptions, such as getting brand loyalists to see the negative health implications.
The research, now completed, Ruiz said, will guide a branded approach to a communications campaign that "will roll out to influencers, policy makers, organizations, and ultimately consumers." The national effort is expected to launch in the coming months.
Interlex's work is primarily focused on public sector, non-profit, and socially conscientious marketing for multicultural audiences. The agency is currently the AOR for the San Antonio's public awareness campaign promoting better nutrition and increased physical activity.
* This quote has been updated for further clarity.