Ricola Encouraged Consumers to Trade Sugar for Herbal Sugar-Free Sweets
Laura McQuarrie — January 29, 2016 — Marketing
References: ricola & eventmagazine
In order to show off the benefits of its sugar-free herbal sweets, Ricola set up a stunt that had the public trade sugar for healthier sweets.
At the Arndale Centre in Manchester, a station was set up with a clear bin where consumers could toss a sugary snack that they were carrying around with them. In return, participants were eligible to receive a packet of sugar-free products from Ricola.
At the Sugar Swap, to further educate the public on the importance of low-sugar alternatives, dietician Kirsten Crothers was also available to chat with members of the public on some of the health benefits of reducing or eliminating one's sugar intake. The activation was set up after research from the brand that revealed only about "35% of UK adults are careful about their sugar intake."
At the Arndale Centre in Manchester, a station was set up with a clear bin where consumers could toss a sugary snack that they were carrying around with them. In return, participants were eligible to receive a packet of sugar-free products from Ricola.
At the Sugar Swap, to further educate the public on the importance of low-sugar alternatives, dietician Kirsten Crothers was also available to chat with members of the public on some of the health benefits of reducing or eliminating one's sugar intake. The activation was set up after research from the brand that revealed only about "35% of UK adults are careful about their sugar intake."
Trend Themes
1. Sugar-free Alternative Promotion - Brands can encourage the public to switch to sugar-free alternatives by educating them on the benefits of sugar-free products and offering incentives.
2. Healthy Lifestyle Awareness Campaigns - An awareness campaign on the benefits of a healthy lifestyle, including reducing sugar intake, can drive demand for sugar-free alternatives.
3. Public Health Engagements - Engaging the public in fun and interactive activities that promote healthy eating habits can contribute to public health education.
Industry Implications
1. Confectionery - Confectionery brands can promote sugar-free alternatives as a healthier option to increase market share amidst consumer demand for healthier products.
2. Diet and Nutrition Consulting - Dieticians and nutrition consultants can provide expert advice to individuals and brands on the health benefits of reducing sugar intake and switching to sugar-free alternatives.
3. Public Health Advocacy - Public health organizations can organize campaigns and activities to raise awareness on the negative impacts of excessive sugar intake and the importance of adopting a healthy lifestyle.
1.8
Score
Popularity
Activity
Freshness
