|Mother Knows There's No Substitute for a Classic
By: Briskman Stanfield
If you are a Sweet’N Low devotee, you likely fall in the over-45 demographics, the very one Mother, New York attempts to retain as they also target the younger market in their new campaign.
Sugar substitutes have been around for centuries in one form or another. In 1879, two Johns Hopkins University scientists accidentally discovered saccharin. By 1957, Sweet’N Low, the zero calorie sugar, arrived on the market and happily helped dieters have their cake and eat it, too.
Today, many different color competitors are in the sugar substitute race, but on top of business rivalry, health controversy also has been a contention, as opposing groups paint a less than bright pink picture. Why do we still see the products on kitchen counters, restaurant tables, and grocery store shelves?
Well, according to the Mayo Clinic, people would have to ingest high amounts to incur any ill effects.
Despite the positive news, some have given up their substitutes for more healthful natural forms in Stevia, Truvia or even real sugar. Others remain devoted fans of the pink packets, keeping the market strong and giving Cumberland Packing Corp., the brand’s parent company, viable reason to have Mother update the marketing campaign.
Sweet’N Low’s new ads are fresh, clean with brief text simply claiming, “zero calorie sweetener.” The art is whimsical and a throwback to the '60s and '70s with groovy flower power and psychedelic appeal. However, seeing as the brand's single serve portable packets still hold its own, Mother executives “didn't want to borrow equity, but felt Sweet'N Low had enough of its own to power the advertising."
Brand executives didn’t set out for a retro campaign; it “emerged.”
"We're not trying to reinvent the brand," said Bobby Hershfield, co-creative director at Mother. "We just want to make it more contemporary and relevant."
Pink always has projected a positive, hopeful, and happy image on the color wheel, and it has helped propel Sweet’N Low packets to an iconic stayus.
There’s even talk of “trend-right art” merchandise in the works. Sounds sweet.
Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.
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