Sweet'N Low announces new ad campaign aimed at encouraging women to always achieve their personal best; campaign includes original digital video series, blogger integrations, custom content widget, social media activations
May 20, 2014
– Program Includes Original Digital Video Series, Blogger Integrations, Custom Content Widget, Social Media Activations & More
Sweet'N Low, America's favorite zero-calorie pink sweetener, announced today that it is launching a new comprehensive advertising campaign entitled "Makin' Life Sweeter" with Womensforum.com as a key women's digital partner. With a blend of native and display elements, the program is designed to effectively reach and engage the web property's female audience of nearly 39 million unique visitors per month.*
The heart of the campaign is the debut of an original six-part digital video series named "Makin' Life Sweeter," produced by Womenforum.com's video production arm Studio 444. The show's 2-minute segments will offer lifestyle tips, recipes, style tips and more from influencers such as fitness expert and author Andrea Metcalf, to encourage women to always achieve their personal best. Highlighted on the site's homepage, this series will also air simultaneously across Womensforum.com blogger communities.
As part of the campaign, Sweet'N Low will leverage Womensforum.com's family of popular bloggers for promotion of the series. Each participating blogger will also showcase inspirational ideas on how to use the pink packets to sweeten their own life through unique drink recipes that replace sugar for Sweet'N Low to help cut calories from added sugars.
Furthering the "Makin' Life Sweeter" theme, the advertising program will include a Sweet'N Low -branded custom content conversational unit that shares supportive tips on and solutions for meeting everyday challenges. The conversational unit will be spotlighted on the Womensforum.com homepage, as well as on several section main pages, and will also be targeted to online communities in the Womensforum.com family.
In addition, to capture the attention of the 8 million women that interact with Womensforum.com through social media, the program will feature activations on Twitter, Facebook and Pinterest. An on-the-ground live activation in June at Chicago's "Taste of Randolph," a street fair that attracts 100,000 visitors, is also planned as an offline extension.
"For more than 56 years, women all over the world have been turning to Sweet'N Low to help them look good and feel good by providing a sweet way to cut calories and sugars from their diets. With this campaign where we feature lower-calorie twists to favorite classic drinks, we are looking to embrace our audience's own ability to deliver something special to themselves and the people they love," said Monica Oliva, Brand Manager of Sweet'N Low. "Womensforum.com understood this key brand messaging from the get-go and has created a custom program that is sure to connect with their strong female audience."
"Sweet'N Low and its pink packet stands as an icon across the U.S., and with this new ad campaign we plan to spotlight Sweet'N Low's very contemporary message of empowerment," said Mark Kaufman, co-Founder and CEO, Womensforum.com. "With over 18 years of experience in reaching women through the web, all of us at Womensforum.com are confident that this campaign's combination of digital video, blogger advocacy, offline event promotion, and more, will truly resonate with Sweet'N Low's target market."
The partnership between Sweet'N Low and Womensforum.com was initiated by the brand's digital agency, Vizeum.
About Sweet'N Low®:
For more than 56 years, Sweet'N Low®, America's favorite zero-calorie pink sweetener, has been helping millions of people around the world manage their weight by sweetening food and beverages without added sugars and unnecessary calories. Headquartered in Brooklyn, New York, Sweet'N Low is manufactured by Cumberland Packing Corp., a family-owned and operated business.
Founded in 1996, Womensforum.com (www.womensforum.com) was the first community of sites focused on women. Since then, it has cultivated a targeted, scalable audience of nearly 39 million people globally that appeals to marketers looking to reach women where they spend time and engage online.