Payments by calories instead of cash

It’s such a simple idea. And a brilliant one. All designed to help consumers link physical activity with reducing obesity.

It originates from Activate enhanced waters in Los Angeles, where the brand trialled a pop up shop in August to promote its products. Consumers could either pay in cash or by performing one of three physical tasks.

The ‘Activated’ activities were not exactly demanding – one minute on an exercise bike, one minute of dancing or lifting a load of bottles – but the idea was certainly imaginative, relevant and fun to observe.

It would take a lot of courage to have a promotion where you first have to shed all the calories in a full sugar drink.