Former Crispin Porter + Bogusky co-founder Alex Bogusky is behind an anti-soft drinks film for the Center for Science in the Public Interest which mocks Coca-Cola’s famous polar bears.

Coke has used animated polar bears for many years in its advertising. In the film, which features a track by Jason Mraz, The Real Bears make reference to some of the problems associated with excessive fizzy drink consumption, including tooth decay, the onset of diabetes and even erectile dysfunction. The CSPI, a US advocacy group with a mission “to conduct innovative research and advocacy programs in health and nutrition, and to provide consumers with current, useful information about their health and well-being”, has launched The Real Bears website to host the film. On it, the group lists various ‘lies’ supposedly told by the Big Soda industry. In a clear nod to Coke’s ‘Open Happiness’ strapline, the site is titled The Unhappy Truth About Soda.

Since parting company with CP+B, Bogusky has undergone something of a Damascene conversion, becoming active in opposition to some of the brands he once so enthusiastically promoted. His book, the 9 Inch Diet examined the effects of portion control on obesity, while he has supported and reportedly donated money to a campaign in California to introduce a law on labelling foods that include GM ingredients. CP+B’s clients included Burger King, Domino’s and Coke Zero during his time there.

Bogusky told USA Today that “You know the American diet has gone the wrong way when it’s considered normal to drink massive amounts of liquid candy. This is a cultural wake-up call.” A Coca-Cola spokesperson responed thus: “This is irresponsible and the usual grandstanding from CSPI.” (via Creative Review)

I am intrigued by Mr. Bogusky´s idea on a consumer revolution.


Alex Bogusky was an Advertising star and the Creative Leader of Crispin Porter + Bogusky. Then he said enough. His new project is called Fearless Revolution, a sort of thinktank that will act in consumer questions and strenghten the influence of the consumer. On the website one can read: “We see ourselves as advocates in this new consumer revolution. One founded on the principles that we have the power and the tools to reshape the world again.”  Bogusky means that the consumer has too low demands and he says “We think we have to accept the bad that comes with the good. The pollution that comes with the energy. The unsafe working conditions that come with low prices. The toxic materials that come with convenient packaging.” He means that consumers haven´t been able to organize themselves and been standing on weak platforms towards political and commercial powers. But, with the internet, the consumer can conquer back the power. An intriguing direction from Alex Bogusky. I will follow Fearless Revolution.