The brand Sugar Free Natura is undoubtedly the king of the low-calorie sweetener market in India, but it wasn’t enjoying a satisfactory presence in the West Bengal market. ABP One stepped in to provide a marketing solution that boosted the brand’s perception as a health-conscious alternative to sugar and led to a double-digit sales increase.

Kolkata, the City of Joy, cannot live without its adda (chitchat) and cha (tea). But in recent times, both of them are losing their quality and appeal — adda for a lack of intellectual topics and cha because of the separation from sugar.

The reason behind the separation of cha and sugar is the rising number of people suffering from diabetes and people becoming more health conscious in general. There is a common perception that sugar substitutes are unhealthy and have side effects.

Tea sellers encouraged their customers to try a variety of cha sweetened with Sugar Free Natura.
Tea sellers encouraged their customers to try a variety of cha sweetened with Sugar Free Natura.

Thus, ABP One formulated the equation sugar = sweetness but sweetness ≠ diabetes and we promoted the Sugar Free Natura brand with the campaign slogan, cha choluk, chini noy (“drop the sugar, stay with tea”).

We reached out to local tea shops and got them on board with the campaign. We distributed Sugar Free Natura samples to the shops and asked them to use it to make sugar-free cha and add it to their menus. The campaign focused on these daily areas of cha sales and demonstrated to customers that you can have sweet and tasty tea without having to worry about diabetes with the use of Sugar Free Natura.

In addition to the chaiwalas (tea vendors) offering the sugar-free cha, a print campaign included columns written by nutritionist purporting the safety of sugar substitutes as a guilt-free way to enjoy sweet tea.

The campaign gave sales a boost and as more tea drinkers became familiar with the Sugar Free Natura brand, some made the switch.
The campaign gave sales a boost and as more tea drinkers became familiar with the Sugar Free Natura brand, some made the switch.

Many customers were surprised and intrigued to find they enjoyed the sweet sugar free cha. At the end of eight weeks, tea drinkers across the city realised that sugarless tea could also be tasty. So many people made the switch that it helped to drive up stagnant sales numbers by 14%, the highest growth in the last seven quarters.