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Ad agency for women sees new sweetener tablets renamed

Agency’s expertise in advertising to women sees new sweetener tablets renamed

Auckland advertising agency Chalis Group suggestion to rename a product has won praise from their client.

Chalis Group became the first and only New Zealand agency specialising in advertising to women 18 months ago, embracing a burgeoning international trend and re-launching as ‘Chalis – Advertising to Women’.

International research shows that women can make up to 80% of purchasing decisions, extensively research the products they purchase, and often weigh up many more factors prior to purchasing than men.

Chalis was already working with Pharmaco on advertising natural sweetener product Sweete’s sachets and re-sealable baking pack, when the agency was asked to work on a new product in the range.

Sweete is a great tasting alternative to sugar, made from the sweetest part of the Stevia plant. It’s low in calories and gluten free. Within months of being stocked at Countdown, sales of Sweete products were matching longstanding artificial sweetener Equal. The new product, a handy tin of 80 tablets, small enough to pop in your hand bag is about to be launched into New Zealand.

Chalis was concerned that just calling the product Sweete tablets was quite cold and medical. Creative Director, Chris Ivers says, “We wanted a name that was warm and engaged women more. We also saw an opportunity with the new tablets to differentiate the product from the sachets and baking products.”

Pharmaco is licensed to distribute Sweete products in Australasia. Chief Executive, Chandra Selvadurai explains that Chris [Ivers] presented the concept of ‘Little Sweete’ and it resonated strongly with them.

“We communicated this back to our principals, Weider Asia in Korea, and they too loved the ‘Little Sweete’ concept,” says Mr. Selvadurai. "Changing the name meant delays in getting the product onto the shelf as the name ‘Little Sweete’ had to be trade-marked and new packaging created, it’s been well worth it,” he says. “We now have another natural sweetener product that tastes great, has a health benefit associated with it and it comes in a convenient tin for people to carry with them. I have high hopes for ‘Little Sweete’, as I think the creative genius of the team at Chalis means we have a fantastic look and feel to the product,” he says.

Focus groups Chalis have run show women are willing to do a lot of research to make sure they know exactly what they are putting into their bodies and that they take it really seriously. They discovered that women who use artificial tablets see them as a simple way of reducing calories without losing the indulgence of a good coffee or relaxing cup of tea. But they also know the tablets are artificial so have unhealthy components and they do feel guilty about this.

“When it came to writing the ads, we wanted to let women laugh at themselves and the way they go about justifying a food indulgence,” says Chris Ivers.

“Little Sweete is a way of having your cake and eating it too! It is simple and removes one more niggling ‘guilt’ from their mind,” she says.

“The Little Sweete ads acknowledge this with a smile and offer a solution.”


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