shares
Comfortable full leather lining eye-catching unique detail to the toe low ‘cut-away’ sides clean and sleek harmony.
Established in 2017, the brand introduced a 100% natural sweetener positioned as a competitor to Sugarfree. However, over two years, the product struggled to gain traction in the market.
Strategy Anchors:
• Create a distinct space for EcoSweet, anchored in the product USP of Natural yet create a new category of Natural Sweeteners as an alternative to category norm of artifice.
• To drive visibility and trials; explored new options, beyond the usual marketing media vehicles (offline & online) Tapped into exhibitions and B2B collabs.
Approach:
- Competitor Analysis
- Market Research
- Rebranding and Repositioning:
Challenges
• A highly competitive category dominated by artificial sweeteners and sugar substitutes.
• The need to stand out and encourage trials by creating a distinct, differentiated positioning.
