NutraSweet was the industry leader that introduced us to the “blue” category of artificial sweeteners, and after 25 years wanted to reclaim its dominance – but it needed to be able to do it without the weight of a national ad campaign behind it. So a simple package refresh wasn’t going to cut it. This assignment called for bold thinking and a bold graphic approach.
As a result, this great client/creative partnership allowed the debate to take place with a different set of rules: capture the consumer’s attention, then win their loyalty with superior taste.
Done and done.