An image for sugar
In the French food industry, products and brands set out to project themselves in such a way as to give consumers very good reasons to choose and enjoy them.
Advertising campaign
The Sugar Collective's campaign set a new and different tone, marking a deliberate break with the conventions of food advertising. It relied on the perceptions and imagination of female consumers and stressed the notion of “bringing things to life” as one of the basic functions of sugar. The aesthetic quality and the fluidity of the film, the refined graphics of the press campaign elevated sugar to the status of "fashion food".
Far from being simple “fuel”, sugar ensures balance and wellbeing.
The campaign set out to be both literal in its message and metaphorical in its presentation.
Press campaign
Using seven different visuals, the press campaign developed new ideas to appeal to female consumers in an original and aesthetically pleasing way:
-The intellectual woman, the bright kid, and the snack students are allowed to take into the exam all underline sugar as “an excellent source of glucose and nourishment for the brain”, and hence an essential element of intellectual activity, especially during exams.
-It is also essential to muscular activity, illustrated by the active woman; whether she plays sport or is simply always on the move, “sugar is an excellent source of glucose, supplying energy to the muscles”.
- The balanced woman, symbolised by a dancer’s foot on pointe poised on top of a sugar lump, is a reminder that “sugar helps meet the daily need for carbohydrates”.
- The woman of taste takes sugar back to the realm of pleasure, as something that awakens the senses, especially the sense of taste
- The diet that melts in the mouth, a message confirming that sugar can be part of a diet that is both healthily balanced and enjoyable.
The film La danse du sucre (Sugar Dance)
Made by the young film maker Laurent Chanez, La danse du sucre (Sugar Dance) is an ode to sugar and the way it appeals to our senses. A young woman, about to take breakfast, enjoys the experience of having a sugar lump make a playful journey to different parts of her body. This witty “dance”, suggesting ideas of awakening and stimulation of mind, muscles and senses, ends as the sugar lump lands on the rim of the coffee cup, where it stops and appears to hesitate. It is with this moment of complicity between the sugar lump and the young woman - and the viewer - that the film ends and the day begins. “Every day, sugar brings you to life.”
The campaign signature
The sugar lump in the film is the classic, characteristically French, oblong shape (known in the trade as n° 4). In other countries, sugar appears in different forms, especially caster or granulated. Everyone associates it with hot drinks at breakfast, the small, sugary meal that starts the day. But the signature “Every day, sugar brings you to life”, goes beyond the moment of consumption and refers to sugar’s essential role in awakening the mind, the body and the senses.