Ah Heng Drink Stall. The Singapore Health Promotion Board.

* MARKies Bronze for “Most Creative Out-of-Home”

Coffeeshops (or kopitiams in local lingo) are a favourite haunt of Singaporeans. Problem is, many of our local drinks are overloaded with sugar. How could we make the public choose lower-sugar versions of the drinks they enjoy, when losing sugar is seen as losing flavour?

Our idea? To create a drink stall of our own—one that would tantalise the tastebuds before revealing that every delicious drink served was in fact a healthier, lower-sugar version. We conceptualised and designed our stall to resemble the typical drink stall in a Singaporean kopitiam, down to the name on the signboard: Ah Heng Drink Stall.

Naturally, we needed a menu. So we turned mixologists and concocted a range of drinks inspired by some of Singapore’s favourite beverages.

We launched activations in Singapore’s business district with the help of local celebrities and famous foodies, such as Michelle Chong, Seth Lui and Brad Lau (LadyIronChef). These were quickly followed by pop-ups in densely populated housing estates, where we brought lower-sugar drinks to the heartland crowds.

The activation was just the start of a campaign to reframe how Singapore looks at sugar. Does sugar really add flavour, or does it mask true flavour? We wanted to get Singaporeans thinking about this. So we sought the opinions of two coffee experts, and created films capturing their points of view.