Zydus Cadila has undertaken a re-branding exercise for its aspartame based sugar substitute, Sugar Free, which will henceforth be called Sugar Free Gold. Sugar Free holds a 72 per cent share of the Indian sweetener market.
Elaborating on the brand, Jyoti Shiralee, General Manager-Marketing, Consumer Division, Zydus Cadila, said, “Sugar Free is the oldest and largest selling sweetener and is a market leader with 72 per cent share. We essentially want to re-emphasise our leadership position and hence, have renamed Sugar Free as Sugar Free Gold. We have been also doing well in the growing Sucralose based sweetener market with the launch of Sugar Free Natura three months ago. With Gold we expect to scale new heights.”
A new television commercial has also been launched for Sugar Free Gold to emphasise its fitness proposition. The advertisement has been created by Rediffusion. While earlier, the communication was targeted generally at fitness-conscious people, in the light of the new launch, the team has strategically split fitness into exercise and diet. Hence, Sugar Free Gold will operate specifically in the area of fitness and lifestyle (and not diet/ food/ indulgence). The advertisement rollout plan is a high intensity one-month plan starting from March 15.
Explaining the rationale of the commercial, Gaurav Bhatia, Client Servicing Director, Rediffusion, said, “The audience we are talking to are passively conscious of their fitness and as they generally lead a stressful life, exercise usually gets neglected. Sugar Free Gold thus offers them a first step to exercising. The ad aims to tell them to make a start with Sugar Free Gold. However, it is not a substitute to exercise, but this is the least one can do about their own fitness.”
Though Shiralee did not divulge the exact marketing spends on the brand for the year ahead, she said that the company would definitely spend more than it had been spending so far. Since it already is the market leader, the real growth target for the brand will indeed be to grow the market and attract more consumers to the product.