Sweet’N Low plays up its iconic pink packet with a tie-in to MGM Studios’ upcoming flick The Pink Panther.
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| Sweet’N Low revives the panther as he paints the town pink |
The Think Pink campaign uses TV, P-O-P, special packaging and a Web site redesign to tout the Pink Panther and contemporize Sweet’N Low for younger consumers.
Sweet’N Low marketer Cumberland Packing Corp. used the opportunity to redesign its 20-year-old package, putting the Pink Panther on the box and calling the product “Zero Calorie Sweetener” rather than “Granulated Sugar Substitute.” Cumberland upgraded Sweet’N Low’s Web site to add Think Pink recipes as well as coupons and info for healthcare professionals.
An animated TV spot shows the panther literally painting the town pink; when he runs out of energy and is drained of color, he fills up on Sweet’N Low and resumes painting. The spot broke May 23 via Pedone & Partners Advertising, New York. The movie, starring Steve Martin, is slated to premiere later this year.
P-O-P puts talking floor mats and shelf talkers in front of Sweet’N Low displays in 7,000-plus stores nationally; shoppers follow paw-shaped floor mats to the display to hear one of three humorous messages transmitted wirelessly to a speaker on the shelf talker.
“Sweet’N Low is excited to be collaborating with
The Pink Panther and our combined new break-through ‘Think Pink’ marketing campaign,” said Cumberland President-CEO Jeffery Eisenstadt in a statement. “We feel our efforts will help elevate Sweet’N Low from the competition, resulting in a significant impact on our business.”
“The cool, fun and mischievous demeanor of The Pink Panther gives Sweet’N Low a fresh, young look, making him the perfect Sweet’N Low ‘spokes-panther,'” said agency President Michael Pedone in a statement.
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