The Marketing Objective
Sugar Free with a 94% market share is the market leader in Artificial Sweetener Category. However, the category is still at a very nascent stage with just 1% penetration & Diabetic consumers form 90% of the total consumers.
Therefore, despite of having high brand awareness (Top of mind-57%, & Spontaneous awareness-43%), consideration & trial rate for the brand has remained low.
This meant Sugar Free needed to move from Only for Diabetics & table top consumption to consumer's monthly grocery basket replacing Sugar.
Hence the key objective was to increase the category penetration, wherein the key decision makers of the family's grocery shopping, considered Sugar Free as healthy option over regular sugar
Media objective therefore, was to increase consideration & trial rate by 5% each between Oct-Dec'17.