Sugar group kicks off an agency search

WASHINGTON: The Sugar Association is searching for an agency to handle an integrated advertising and PR campaign to tout sugar's virtues.

WASHINGTON: The Sugar Association is searching for an agency to handle an integrated advertising and PR campaign to tout sugar's virtues.

The trade group hopes to have an agency selected by mid-November and a campaign under way early next year, said Melanie Miller, director of PR.

Messaging is still being determined, but likely will center on sugar being all natural, its taste, and the fact that it has only 15 calories per serving.

"Focus groups are telling us that's what people like about sugar," said Miller.

The association had done an integrated campaign from 1986 through 1995. With sugar consumption down in recent years and the obesity debate gripping the headlines, the group decided it was time to launch another effort to communicate the positive aspects of sugar, said Miller.

The group's website talks extensively about the differences between sugar and other sweeteners and disputes other sources regarding how much actual sugar Americans consume each year. The new campaign likely will echo those messages.

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