PRODUCTS -- Mother Helps Re-Brand Sweet'N Low With "A Moment of Sweetness" (August 2010)
NEW YORK, August 24, 2010 -- Cumberland Packing Corp. has tasked creative agency Mother New York with reintroducing Sweet'N Low to America by reminding people of the brand's long history and tradition by playing up its iconic name, packaging and its most memorable color. The campaign, which includes print, outdoor and digital, will run nationally throughout 2010. "We wanted to show Sweet'N Low's heritage in a fresh, interesting way," commented Linus Karlsson and Paul Malmstrom, Partners/ECD's of Mother New York. "So we built a lighthearted, merry world that invites you to pause, take in the sweet moment and smile." Mother broke away from the rationally driven category by creating an in-depth world for Sweet'N Low with a rich visual experience. The campaign centers around a series of posters, artwork, print and videos, based on the Sweet'N Low iconic pink color that demonstrates sweetness with simple stories and patterns that incorporate the 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, Cumberland Packing Corp. "We believe it will resonate deeply with our devoted users, and offer a fresh appeal to a new generation of Sweet'N Low fans." About Cumberland Packing Corp. Headquartered in Brooklyn, New York, Cumberland Packing Corp. is a family owned and operated business that has been serving the public for more than 50 years. Their product lines underscore the important roles diet and exercise play in maintaining good health, making products such as Sweet'N Low®, helping millions of people around the world manage their weight by sweetening food and beverages without added sugars and unnecessary calories and the "In The Raw" selection of 100% natural premium sweeteners enabling consumers to add versatility, naturally. About Mother Mother is a modern creative company at the intersection of advertising, graphic design, packaging, interactive, experience/events, and product development. Mother New York is part of a 13-year old, independent global agency idea, which includes offices in London and Buenos Aires (Madre). Mother New York's clients include Johnson & Johnson, Target, Dell Computers, NBC Universal, Stella Artois, Virgin Mobile, and more. Additionally, Mother creates everyday products like chewing gums, mints and books in collaboration with Blue Q. Mother also helped launch Dogmatic Gourmet Sausage System, the innovative new fast-food restaurant concept in NYC.
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