The national campaign of LazyTown, many municipalities, companies, institutions and the government of Iceland to promote the strength and health of Icelandic families, starts today. The project, called Orkuátak 2006, will run from February 1 to March 1, 2006 with the slogan: "Activate the energy of future generations." It is based on the same basis as the Energy Campaign that LazyTown hosted in O...
According to a cursory survey by Fréttablaðið among stores around the country (Iceland), soft drink sales have declined slightly since Orkaátak Latibær (LazyTown’s Energy Campaign) began on 1 October 2003. Sales of fruit juices have increased at the same time.
The campaign involves parents making an agreement with their child to change and improve their diet for 31 days. All children born in 1997-1999 received the energy book Latibær sent home. It has been widely reported that the children take the agreement seriously, so seriously that they fuss and sway over chocolate cakes at birthday parties.
“There is a noticeable decline in soft drink sales,” said Sigurður Reynaldsson, purchasing manager for groceries at Hagkaup in Skeifan. “On the other hand, there is an increase in sales of fruit juices and various types of fruit. It is also noticeable that the children have started asking for water instead of soft drinks, as Latibær is about to sell water in stores soon. “. The same was true for other stores that were surveyed. Most agreed that consumption had decreased by an average of 4-6% from the same period last year.
“It is safe to say that there has been a stronger response to the campaign than we expected,” said Tómas Bolli Hafþórsson, spokesman for Orkuátak. “We expected the campaign to be successful, but this is far above all expectations. We initially expected some to go too far, but so far it has only been a positive one. “
Only in two of the twelve stores contacted had sales of soda increased in October. Both of these stores are in the western part of Reykjavík. No answers were received from Vífilfell or Ölgerðin, despite the fact that it was sought.