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Cumberland Packing Corp.’s Sweet’N Low brand has launched a vibrant rebranding campaign encompassing print, outdoor and digital. The “Moment of Sweetness” promotion runs nationally throughout 2010.
“We wanted to show Sweet’N Low’s heritage in a fresh, interesting way,” noted Linus Karlsson and Paul Malmstrom, partners/ECDs of Mother New York, the agency overseeing the campaign. “So we built a lighthearted, merry world that invites you to pause, take in the sweet moment and smile.”
Mother created a rich visual experience for Sweet’N Low consisting of posters, artwork, print and videos, all of them based on the brand’s famous pink color, along with simple stories and patterns incorporating the familiar packet.
“We are thrilled with the new campaign, as it parallels Sweet’N Low’s brand identity in a fun and organic way, by evoking a feeling of happy, simple pleasures through its vibrant and playful imagery,” said Steven Eisenstadt, CEO of Brooklyn-based Cumberland Packing Co., which also manufactures the In The Raw selection of 100 percent natural premium sweeteners. “We believe it will resonate deeply with our devoted users, and offer a fresh appeal to a new generation of Sweet’N Low fans.”