‘Sugar Fix’ is an anti-advertising brand which aims to counteract the ubiquity of energy drinks in skate culture by creating positive perceptions around drinking water. ‘Sugar Fix’ attempts to infiltrate skate culture with imagery created through a psychological framework. This framework utilises low attention to subtly introduce its message through appropriation, defamiliarisation, and repetition– ideally prompting viewers to drink water. Fundamentally, the work speculates on how public service campaigns could improve by moving beyond rational appeals and traditional methods.