rtificial sweeteners target three kinds of people. One, diabetics. Two, the overweight. Three, those who are diabetic as well as overweight. So what does a brand of artificial sweetener, looking to free itself from the therapeutic association, do? Simple. Harp on freedom.


The recent campaigns of Sugar Free, a Zydus Cadila brand, have tried to shift focus from the �problem-solution� platform to �for the fitness conscious� platform. The idea is to bring in new users to the category and remove the stigma of usage for diabetics. "The repositioning exercise was carried out with the twin objectives of redefining the market that had a generic association with diabetes and extending the brand appeal to the urban health conscious consumers," says Jyoti Shiralee, general manager, marketing, consumer division, Cadila Healthcare.
... more