Great taste communicated in a trust-worthy way, ensuring the successful launch of Rowntree’s 30% less sugar range
In April 2017, Rowntree’s unveiled brand new 30% less sugar versions of two of its best-selling products: Rowntree’s Fruit Pastilles and Rowntree’s Randoms.
Our task was to launch the reformulated products, reassuring our target audience (women, aged 28 – 44) that the new range lived-up to the great taste of the iconic originals.
Understanding that for many consumers less-sugar is perceived as less-taste, Stir created a two-part ‘tease and reveal’ campaign that got people tasting without prejudice.
Also, armed with the insight that today’s consumer is turning its back on top-down brand broadcast in favour of seemingly more authentic peer-to-peer recommendation, Stir centred the campaign on 40 key digital influencers, selected for their reach and resonance with the target audience.