Sweete

• Chalis was asked to launch a new natural sweetener made from the Stevia leaf.
• The product was going to be retailed in supermarket and targeted at women.
• Chalis ran a series of focus groups to understand the current perceptions of sweeteners, barriers to change and the emotional cues that would connect women with this product.
• The product was launched to the market with a series of magazine ads, in-store taste testing supported by in-store radio, sampling via the website, online advertising, Google ads words and social media.
• Sweete also engaged personal trainer Lee-Anne Wann as a highly respected brand ambassador.
• With only a small launch budget, sales through supermarket surpassed the stores expectations, resulting in urgent requests for the product as shelves were empty.

Why it worked

• The obvious advertising answer would have been a cute play on the name Sweete.
• However the focus groups clearly indicated that the women wanted information and a level of reassurance that this product was natural, safe and tasted good.
• Lee-Anne offered the reassurance and was highly credible because she actively believed in the product and used it herself.
• The ads told the story and history of the Stevia plant in a warm and open manner.
• And by getting the product into the hands of consumers in a personalised manner all the tipping points the women had mentioned were addressed.