Sugar Free, a brand owned by Zydus Wellness, recently appointed Lowe Lintas as its creative agency. The appointment was an outcome of a multi-agency pitch that saw participation from some of the leading agencies in the country. The scope entails building the brand's strategy and managing its creative duties.
The Mumbai office of Lowe Lintas will handle the account.
Launched in 1988, Sugar Free is a market leader today with close to 94% share. With its range of products like Sugar Free Gold, Sugar Free Natura and Sugar Free Green, Zydus Wellness is continuously making efforts to strengthen its consumer connect and promote health and fitness through advertising campaigns and celebrity endorsements.
The sugar-substitute market has seen a shift in consumption patterns, as non-diabetics account for almost half the total sales today. Additionally, the rural market is also catching pace with the urban and the traction is only getting stronger. As a brand, Sugar Free intends to grow a lot faster in the coming years as more and more consumers adopt healthier lifestyles.
Exhilarated about the win, Anaheeta Goenka, President, Lowe Lintas, said, "Sugar Free is a great brand and we are really excited with the mandate. We look forward to this strategic and creative partnership to bring growth to the sugar-substitute category."