Making life sweeter
During the past decade different competitors joined Canderel in the segment of low calorie sweeteners. The brand needed to take a stand and claim its reference position once again.
In order to become loved once more and to activate new and existing users, we agreed upon a brand repositioning that tells what Canderel really is: a great taste that makes life sweeter for all of us. We wanted the brand to move away from the functional perception of “a sugar replacement”.
The brand repositioning was rolled out with a print advertising campaign and—combined with a store promotion—through a radio campaign on all major national stations. All brand channels were adapted alike: content & conversation management, the brand website, e-mailing campaigns and product leaflets.