Former CP+B creative chief Alex Bogusky declares war on the soft drinks industry

In his last incarnation at MDC Partners, the company that bought the agency he founded Crispin Porter+Bogusky, Alex Bogusky rejoiced in the title of chief insurgent officer.

Well he’s back in the ad business, sort of, and has just made this film for the Center for Science in the Public Interest (CSPI) kicking the soft drinks industry in the insurgents for its role in creating fat Americans. And to think Alex used to work on Coke Zero (note the expanding polar bears).

Actually it’s quite compelling, the ‘Sugar’ tune by Lucas Zanotto stays in your head however hard you try, much like the sugar pumped into American bloodstreams by the likes of Coke and Pepsi presumably.

The soft drinks giants are rubbishing the CSPI’s findings but they seem to be on the back foot. So, at this stage, Alex is ahead on points.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.


  1. Alex Bogusky without a doubt pulled a Don Draper. Read about it here:

  2. Alex continues to bite the hand that fed him. After pocketing his $32 million sayonara package from CP+B for flogging “fatburgers” Coke Zero and cardboard pizza to the kids of America (whilst writing a diet book) He has now found religion. Am I the only one who has noticed that at the end of this video, he encourages everyone to dump their sodas on to the pristine Arctic ice… Pollution anyone? Anyway, not sure where this 4 minute epic will run… Apart from all the trades and award shows… Oh, wait a minute, that’s the objective, right?
    Cheers/George “Who me, cynical” Parker