Drinking is most often pitched as a pleasurable activity (see pool parties, shopping cart rides, music festivals, etc.) but various forms of guilt can sometimes interfere. For vodka cooler brand Social Lite‘s audience, the obstacle is calories.

The brand developed The Sugar Quiz to address this concern, asking consumers #whatsinyourdrink? The simple questionnaire serves a double purpose: making consumers feel awful about the calories consumed in a typical night of drinking (“you’re better off eating close to 4 Mars Bars totalling 960 calories! This will take a lot more than dancing to burn off”), and pushing its own coolers, with only 80 calories and no sugar, sweeteners or artificial ingredients (it’s also gluten-free).