Agency: GGT Advertising | Author: 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...