SWEET & BALANCE - Integrated Launch
Integrated Public Relations campaign based on a locally originated strategy and materials
Intro
JOTIS, one of the largest and historical food manufacturers in Greece, developed Sweet & Balance, the first complete range of “healthy” desserts. They were an innovation for the nutrition segment, both at a local and international level: desserts with a profile similar to that of novel foods, ideal for Diet & Diabetics, they combine the characteristics of a balanced diet (no sugar, few calories, low fat, fibers) placing a great emphasis on low Glycemic Index, the trend in nutrition.
Challenge
To design the brand identity (logo, packaging, brand manual) and successfully launch this new, innovative range in the Greek market, focusing on building credibility in the scientific world, consumers and specific target groups.
Solution
Based on a locally originated strategy and materials and via an integrated communication program, we created synergies and addressed those who "live without sugar but cannot live without desserts." Packaging was the starting point where all the right claims and wording were “inaugurated”, passing them on to the above the line communication. The role of PR became vital to the success of the new Sweet & Balance range, since it had to address “difficult” target groups, such as health professionals, individuals with diabetes and obese adults. Through several touch points and channels, such as media and dieticians’ events, sponsorships, material for health professionals (monographs, brochures, etc.), online communication, advertorials and print ads and an extensive media relations program, the Sweet & Balance story was heard and clearly understood throughout the country.
Outcome
Sweet & Balance has been accepted by the scientific community, since communication has always been moderate and the claims substantiated by facts, while at the same time it has gained the preference of consumers. The wide participation in the media event (79 journalists and dieticians), as well as the number of clippings (over 550), are indicators of the contribution of PR to the brand’s popularity.
