Whistl hits the sweet spot with Canderel

Whistl hits the sweet spot with Canderel

Whistl Doordrop Media, the market leader in doordrop media and targeting services, has been appointed by creative agency Sayhello to promote New Canderel Sugarly, a revolution for the sweetener and sugar category, from Merisant

New Canderel Sugarly is a zero calorie sweetener that tastes like sugar, looks like sugar and feels like sugar. It can be used just like sugar sprinkled on fruit and cereals, in hot drinks and even cooking and baking.

Whistl has been tasked with the whole campaign from target planning to print, production and fulfilment through to letter box delivery. The activation was planned to challenge 30-45 ABC1 females in their homes to take the Canderel taste test. Concentrated in the South of England, Whistl identified that the best location to carry out the challenge would be within the M25, further specifically selecting areas with close proximity to a Sainsbury’s or Tesco store, to further encourage usage of the coupon also included in the pack.

The campaign was bold for the category, humorously fronted by Canderel's sugar taste expert - Barney (because if anyone can tell the difference it would be a horse), will see Whistl target and deliver product samples with discount vouchers to 400 thousand homes throughout September. The creative encourages recipients to take the conversation online and onto social media using the hashtag #CanderelTasteTest posting their reactions to the product betting that they, like Barney, won’t be able to tell the difference between sugar and Canderel Sugarly.

Sayhello Agency said
“Our goal in the conception of this project was to reach our key audience and spread the news of this great new product, we aimed to achieve this through social and digital sampling combined with a highly targeted sample in hand execution, for which Whistl were the perfect partner and offered the most effective but simple solution”

Mark Davies, Managing Director Whistl Doordrop Media, said:
“The campaign for Canderel Sugarly perfectly demonstrates the power of in home sampling for FMCG brands.  Received in the home, it can be used instantly and combined with high levels of targeting and with a discount coupon to inspire next purchase can drive sales to specifically targeted stores For the followers of The Great British Bake Off, bakers will be able to make their favourite treats without the concern of calories or compromise on taste. We look forward to evaluating the success of the campaign in the autumn.”