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No Sugar Company readies campaign

Toronto-based snack food maker No Sugar Company is preparing a new advertising campaign called "Natural Energy. It's a Thing." The campaign, which will debut during the broadcast of the NFL Superbowl game on CTV on Feb. 13, promotes the launch of a new line of sugar-free energy drinks called Joyburst. The commercial will continue to run nationally for a month. The creative depicts a group of people performing a dance called the "Joywalk," accompanied by company CEO Brad Woodgate. The campaign also includes social media content, influencer activities, an in-store sampling program, point-of-sale materials and public relations. The campaign was developed by Consolidated Content.

"You've got to bring the energy when you're launching a drink like Joyburst and we believe the viral nature of the Joywalk embodies that," said Ray Rainville, creative director at Consolidated Content. "We wanted to capture the feeling you get when you enjoy the beverage in a fun way that'll make a splash."

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