Cumberland Packing Corporation, the maker of Sweet’N Low, wanted to reignite this iconic American brand and engage younger adults, particularly women, while continuing to build upon their current consumer demographic that skewed older.
Kellen sought a partnership with the new, hot Tony award winning Broadway show “Nice Work If You Can Get It” featuring actor Matthew Broderick singing the tunes to the opening song “Sweet and Lowdown.” The demographic of the show is 65% female, ages ranging from 25-55 with two bars in the theater to consume alcoholic and non-alcoholic beverages that could feature the low calorie Sweet” N Low infused drinks.
Kellen developed limited edition NICE WORK Sweet’N Low packets that were distributed by a Sweet’ N Low street team at heavily populated events in NYC including the Thanksgiving Day Parade where the NICE WORK cast performed, encouraging sampling of product to consumers and drawing them in by awarding a winner at random two VIP tickets to the show.
The nationwide Sweet’N Lowdown Sweepstakes included 2 VIP tickets to NICE WORK, A chance to meet the stars backstage, air transportation to NYC on behalf of American Airlines, Hotel accommodations for 2 nights at the Kimberly Hotel and sweet Sweet’N Low souvenirs.
The sweepstakes was leveraged through traditional media, social media and piggybacked on added value ad buy that included eblasts through Glamour, People, UsWeekly and Cooking Light. The sweepstake enabled Sweet’N Low to expand brand awareness reinventing the 55year old brand endorsing their low calorie skinny cocktail line of drinks to a wide, national audience at low cost driving consumers to our social media pages increasing followers and compiling a database of captivated consumers to promote new developments of the brand.