AdStrat | Nutrasweet: Sweet Ban Gaya Nutrasweet

28 May,2012

Shekhar Pandey - Associate Vice President, Mudra Ahmedabad.

 

1. Name of the Campaign: Sweet BanGaya Nutrasweet

 

2. The Brief: It is a better tasting sweetener. Hence world number 1. The brand has to be born big.

 

3. Research insights: There are lot of people who are convinced about the “no sugar” or “less calorie” story and have tried these kind of sweeteners and quit because they do not like the taste. These people would be the ideal segment for “Nutrasweet”.

 

4. The thought process behind the creative: It is to take ourselves less seriously and not come across as cleaver, intelligent sounding but to sound warm, humane and endearing. Not to look at a particular class of people but look at every sweet loving person.

 

5. Media vehicles chosen: TV

 

6. Key issues kept in mind while executing the ad: Just come across as warm and human.

 

7. Does the treatment do justice to the brief?

Yes

 

8. What according to you is the differentiating factor about the ad?

It does not talk “no sugar”. It does not talk “less calories”. It simply says don’t hesitate while having sweets because sweet has become nutrasweet.

 

9. Market and client feedback: Extremely likeable.

 

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