The brief
Merisant - one of the world's leading manufacturers of zero/ low-calorie sugar substitutes invites us to join a 4-market regional pitch for Equal and Whole Earth. The brief is to create a full-year digital amplification of the brand campaign “Live Life With 0 Worries” that establishes
- Sweeteners are a safe and essential choice to replace sugar
- Equal/Whole Earth is the best sweetener on the market
How we bring it to life
People are using sugar on autopilot: they don’t currently see Equal as an alternative and habits are hard to change.
We introduce Equal as a great tool to help consumers break up with their sugar routine in a day
We create a 3-phase digital campaign under a big #zerosugarchallenge. By making use of the power of digital and social media, we walk consumers through a journey from education, experience, and trial
To raise awareness and wake our audience up to their ‘autopilot’ routine. We kick off with a series of facebook and instagram posts which are geo-targeted right time right place at the most sugar-craving moment in the day of consumer
A series of eye-opening facts about sugar are nicely designed and animated
Calorie comparisons featuring popular localized food and beverages
Message for that sugar craving in the middle of a hot day
geo-target ads will automatically pop up whenever you are close to the coffee/milk tea shop, or convenience store
Trigger a lifestyle change in our audience by giving them structure to participate in something bigger
We create #ZeroSugarChallenge, an easy-to-join movement to help people reduce their sugar consumption by introducing Equal as a sidekick that helps them transition to their desired lifestyle with effortless steps
Campaign Key Visual
Equal Fanpage Cover
KOL avatar frame
Our users get invited to join the challenge by an influencer that they followed
and have a chance to explore all amazing recipes on Equal web-app
Equal sends invitation to users in the form of an invitation letter
Users get an ad on facebook featuring the joined members flipboard and trigger people’s incentives to join the challenge with the crowd effect
EDM motivates users on every step of their challenge
Sugar Free Hub - The healthy hub to support all the participants on their journey of #zerosugarchallenge
#TowardsZero is our final phase of Zero Sugar Challenge
We celebrate all winners by rewarding them an e-certificate badge. Consumers can proudly share it on their social network and get a chance to win fascinating incentives
Merchandise Rewards are constant reminders of Equal, act as an achievement that users are proud of and can be a branding tool since users can use them everyday
Promo code with free sample for consumers to enjoy their Sugar Free journey and motivate them to keep going on their new healthy lifestyle
Give-away samples on Facebook/Instagram page/Equal app to increase interactions and get users familiar with the product.