The Sugar Association?s new campaign is, well, sweet.
Concerned about declining sugar sales, the Sugar Association hired Columbia-based Marriner Marketing and Communications for the job of dispelling rumors about the “evils” of natural sugar.
“Sugar has been taking a real bashing,” Marriner Account Director Carol Whitman said. “There are so many myths about sugar. It?s blamed for all kinds of awful things, like hyperactivity or obesity. We?re taking an aggressive spin to address those key issues.”
The campaign, which is running in nine markets, including Chicago, Portland and St. Louis, consists of television, radio, newspaper and in-store advertisements. It will run from September through December, which Whitman says is “a hot sugar consumption time” because of the end of summer and holidays such as Thanksgiving and Christmas.
The TV commercials consist of a man walking around a grocery store nude, showing people the “naked” truth about sugar ? that it?s the only all-natural sweetener around. The campaign?s intended audience is primarily women with children.
“Women are the gatekeepers of eating habits, especially with children,” Whitman said. “It?s important for a woman to be knowledgeable about the health benefits of sugar.”
“Consumers are confused about how many calories there are in a teaspoon of sugar,” Marriner President and owner Tighe Merkert said. “There is third party research out there that shows consumers believe it?s anywhere from 75-100 calories a teaspoon.”
In actuality, there are only 15 calories in a teaspoon of sugar, which is the selling point of the entire campaign. “Sugar is the No. 1 all-natural sweetener, it has been around for centuries and really is safe for people and their children,” Merkert added.
Though campaign results won?t be available until March 2007, Whitman is confident that it will boost natural sugar sales. “We have results from last year?s campaign, and they were very positive,” she said.
About the company
Marriner Marketing and Communications
10221 Wincopin Circle, Suite 300
Columbia
Phone: 410-715-1500
Web site: www.marriner.com
