Case Study:
Sweet'N Low
There is no substitute for the original zero calorie sweetener in the pink packet: Sweet'N Low®. When Cumberland Packing Corporation, the maker of Sweet'N Low, wanted to reignite this iconic American brand among younger adults and those who use sugar substitutes for health reasons, Kellen Communications teamed with an Olympic gold medalist to reach both health care professionals and consumers through wellness events.
Strategy
Kellen Communications targeted Diabetes Awareness Month as the perfect springboard for "Making Healthy Choices to Prevent Diabetes," a consumer awareness initiative -- featuring former Olympic gymnast Dominique Dawes presented by Sweet'N Low. Dominque's passion for living a healthy lifestyle, a family history of diabetes, her African American heritage and her worldwide fame made her the perfect ambassador. According to the National Diabetes Education Program of the National Institutes of Health, 18.7 percent of non-Hispanic Blacks in America have diagnosed and undiagnosed diabetes. Sweet'N Low, a sugar substitute, can be a helpful tool in reducing sugar consumption, an important part of diabetes management.
Tactics
Based upon demographic composition, access to healthcare facilities and media presence, New York City and Washington D.C. were selected as markets for diabetes education and screening events sponsored by Sweet'N Low and hosted by Dominique. Working with NYC Free Clinic at Bellevue Hospital in New York and Howard University Hospital in Washington DC, the Kellen PR team organized free screenings, a motivational presentation to healthcare professionals and consumers by Dominique, and distribution of diabetes educational materials and Sweet'N Low samples.
Results
The events were promoted widely in advance throughout each market with hundreds of individuals lining up for the free screenings. Dominique was a passionate spokesperson for the cause and gracious ambassador for the brand. She was spot-on with brand messaging and autographed Sweet'N Low tote bags, posed for photos and even visited hospital wards. Media coverage by outlets such as The Washington Post, National Public Radio, NY1, BET and Huffington Post, among others, resulted in total consumer impressions of more than 217 million for a one-month initiative. That's sweet!
