When presented with a problem, Area 23 refuses to limit itself from finding an out-of-the-box solution. The IPG Health agency lives by its “What If” slogan, dismantling creativity barriers that have long hampered the healthcare marketing space.
Working with Hip Hop Public Health, Area 23 educated underprivileged Black communities about the dangers of “food deserts”—areas where the lack of access to healthy food and a lack of nutrition literacy contributes to obesity, diabetes and increased mortality.
Enter Lil Sugar, an evil sugar cube who disguises himself with the numerous obscure names used by the food industry to hide sugar in packaged goods. Voiced and co-written by Darryl “DMC” McDaniels from Run-DMC, the swaggering cube of sweetener raps about his many personas and how he hides in prepackaged foods.