Don't mention the inch war - repositioning Sweetex for the 90's

Niki Stevens

This paper sets out to demonstrate how planning helped steer a product used primarily for weight loss away from the clichés and pitfalls associated with promoting a product on a diet platform.
Agency: GGT AdvertisingAuthor: Niki Stevens

Don't mention the inch war - repositioning Sweetex for the 90's

 

INTRODUCTION

This paper sets out to demonstrate how planning helped steer a product used primarily for weight loss away from the clichs and pitfalls associated with promoting a product on a diet platform. It also discusses the planner's role in transporting a young male creative team into the mindset of a chubby housewife.

BACKGROUND

Over 10 million people in the UK use artificial sweeteners. They are simply a no-calorie alternative to sugar, and most users come into the market...

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