Merisant - a global frontrunner in zero and low-calorie sugar substitutes, is calling for our expertise in a four-market regional pitch for their brands Equal and Whole Earth. The task at hand? To spearhead a year-long digital surge under the campaign, "Live Life With 0 Worries", which aims to:
Establish that sweeteners are a safe and superior substitute for sugar.
Position Equal/Whole Earth as the premier choice among sweeteners.
Our Strategic Approach:
Sugar has become a default choice—a habit consumers engage in without thinking. They don't yet see Equal as a viable alternative, and old habits are notoriously tough to break.
Here's our plan:
We'll reposition Equal as the key to breaking free from sugar dependence—introducing it not just as a substitute, but as a lifestyle enhancer.
Our campaign, #ZeroSugarChallenge, unfolds in three impactful digital phases:
Education: We'll illuminate the benefits and safety of switching to Equal, debunking myths and educating consumers about the health advantages.
Experience: Interactive and engaging digital content will showcase real-life testimonials and expert insights, making the case for Equal.
Trial: Encouraging first-hand experience through sample distributions and engaging online challenges that invite consumers to try Equal in their daily routines.
By harnessing the power of digital and social media, we'll guide consumers through an enlightening journey—from awareness to adoption—encouraging them to rethink their sugar habits and embrace a worry-free lifestyle with Equal.
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.