Diageo's low-sugar ready-to-drink Archers Vea was launched earlier this year with a £4m marketing push. The brand has now made it to television with a campaign from Mother that shows the effects of the drink on the sugar cane farming industry. Taking the line that less sugar means less work for the men who cut sugar cane, the ad features a string of unemployed sugar workers taking jobs out of the fields as hairdressers, weathermen, ice sculptors and a town mayor.

This article was first published on Campaign Work

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