In line with the previous campaign (launched in 2001), the Sugar Collective is promoting the values of well-being, balance and awakening to life’s possibilities as sugar’s intrinsic qualities.
Advertising campaign
According to Claude Risac, managing director of the Sugar Collective, “Sugar has qualities that are both well known and not very well known by the general public. As a source of glucose, which provides energy for intellectual and physical activities, sugar awakens our mind and sense of taste in a general context of well-being. Like other major consumer products, sugar has become an emblematic food in consumers’ minds over the years, reinforced in 2004 by an additional quality: relationships."
Media campaign
In keeping with the campaign launched in 2001, the year 2004 stood out for its two “external beauty symbols”: the “earring” and “ring” press advertisements. Sugar played a larger role and the advertisements put women front and centre.
The objective was to firmly establish the concept of “awakening” by placing sugar in the world of beauty, fitness and well-being and using this world’s advertising symbols. The campaign appeared in women’s, health and parenting magazines from mid-April to mid-September 2004.
2004 commercial: a new fun, “intimate” aspect
Directed by Gil Bauwens, a Belgian director chosen for his very personal way of portraying a concept, the commercial draws us into the daily life of a couple: a young woman wakes up in the morning and follows the shadows of a sugar cube throughout the apartment with the help of her companion. It’s a fun, dynamic and cheerful romp that illustrates the notions of taste, awakening, physical energy and intellectual stimulation that sugar brings to daily life.
Under the tagline, “Every day, sugar awakens you to life”, the commercial ends on a note of intimacy shared by the young woman, her companion and the sugar cube.
The sugar cube (in the commercial, the classic No. 4 size) is specific to France because in many other countries in the world, it is eaten in other forms, especially as a powder. Everyone associates sugar with a hot drink at breakfast – the small, sweet meal in the morning. But the tagline, “Every day, sugar awakens you to life,” aside from its consumption aspect, also refers to the fact that sugar is essential and to its role in awakening the body, the mind and the sense of taste.
The commercial’s message is further reinforced by its soundtrack: the 1969 hit, “Sugar, Sugar”, by The Archies, reorchestrated for the contemporary music scene.