Nigel Latta’s recent programme about the evils of sugar certainly got Kiwis talking. And the food industry—and the marketing tactics it employs—came in for plenty of criticism, with sugary drinks given the hardest time. When you see footage of two-year-old children having their teeth removed because their parents put fizzy drink in their sipper bottles, it certainly makes it tough to celebrate marketing campaigns that help sell more of the stuff, but, as Peter Cullinane says, ‘if it’s legal to sell, it’s legal to advertise’, so here’s to OMD New Zealand and Frucor, which have taken out Yahoo New Zealand’s Digital Strategy Award for the Pepsi On project.