- Consumer Goods
- Start Ups
Sweet Victory. BRAND STRATEGY, COPYWRITING, LOGO, VISUAL IDENTITY + WEBSITE.
Sc*#w you, Sugar Demon!
We know sugar is bad for us in lots of different ways, but it doesn’t matter. We’ll just have one more cookie, then that’s it…no more! And even as we say that to ourselves, we know we don’t mean it. So when the creators of an incredible new product asked us for re-branding help to take the fight to the Sugar Demon, we were intrigued.
It comes in the form of a chewing gum, but unlike any gum we’d ever had. Its secret weapon in the sugar battle is a 100% natural plant-leaf extract called gymnema which stops your pangs for sugar by blocking the sugar receptors on your tongue. Chewing a piece for two minutes is enough to create a serious aversion to sugar that lasts two hours.
From the get-go, we knew we wouldn’t have to educate consumers about the health effects of sugar. Everyone’s well aware already. So we bypassed the “why” altogether and went directly to the “what.” Because we wanted this new brand to pack an emotional punch, we developed a brand promise around an enemy and taking back control that they took away from you.
This simple statement contains a lot to work with from a marketing point of view: an enemy – the sugar demon – has stolen something from you – control – but we give you the power to take it back. Battling a powerful foe to reclaim something that was lost? We could see quite an epic brand story shaping up!
In keeping with our theme of a battle successfully waged, we came up with Sweet Victory, a name we and our client both loved: In two words, the product’s benefit is perfectly summarized. And we built on that to create packaging that draws the eye on a crowded store shelf. It’s bold. Confident. Unapologetic. And has a personality that packs a punch.
In addition to developing the strategy, brand story, and tagline, we also designed their decks and an entirely new website for the brand. Oh, along with a lemon-flavored pack that’s coming out, too.
Sweet tooth? What, only one? Heck, most of us have a mouth full of them. We all get sugar cravings, at all hours of the day and night. With Sweet Victory, anyone can kick their sweet habit with one hand tied behind their back, as long as their other hand is popping a piece of this amazing product into their mouth.
Humans 1, Sugar Demon 0.