Lil Sugar is a fun, educational, engaging, multi-platform nutrition literacy campaign designed to increase our awareness and ability to spot sugars as an added ingredient to many food items we don’t generally associate with high sugar content. Voiced by the legendary Darryl DMC McDaniels, Lil Sugar is a sneaky sugar cube and master of disguise whose primary goal is to ensure that no one recognizes his many disguises until it’s too late. As a hip-hop legend, community advocate, and health enthusiast, DMC uses hard-hitting raps and unapologetic swagger to reveal Lil Sugar's sinister strategy of stealthily making his way into various foods that children and families eat.

“Health advocacy is a passion of mine, and music is the ultimate form of expression when it comes to sharing important health information within our communities,” says Darryl DMC McDaniels. “I am honored to lend my voice to represent Lil Sugar and hope that we will inspire young people everywhere to make conscious decisions about nutrition and their well-being.”

In addition to an original song and stunning music video, the Lil Sugar multi-platform collection features a downloadable book, a dedicated website, and an interactive mobile app that arms parents, children, educators, and the general public with the tools and information they need to take action against the harmful consequences of consuming too much sugar. To date the Lil Sugar campaign has won numerous awards including the Health Grand Prix for Good at the 2022 Cannes Lions festival.

“We wanted to create a character like Lil Sugar that would resonate with both parents and children, and educate them on the harmful effects of consuming too much sugar,” said Tim Hawkey, CCO of AREA 23. “Working with a legend like DMC enables the campaign to reach key audiences, particularly those in communities that have been economically/socially marginalized, in a fun and engaging way.”

Lil Sugar was created by a collaborative multimedia team including AREA 23, an IPG Health Company, Zombie, Canja, Blurred Vision Entertainment, BizSys, Asteroide, Produceria, and Darryl DMC McDaniels.