Question

Topic: Taglines/Names

Sugar-free Confectionaries

Posted by divyanganamahajan on 12/8/2020 at 5:37 AM ET 250 Points
My brand name is "Wacao" and i would like help coming up with a tagline to be used on the packaging and for the brand in general. We are going to start with Sugar free chocolates and am confused as to whether we should brand it as Sugar free or Less Sugar due to the negative connotation given to sugar free products. The price point will more on the premium side. The tagline should be short and should either convey that we use less or no sugar
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/8/2020 at 8:20 AM Accepted
    What does "Wacao" mean to your target audience?
    Who specifically is likely to be interested in your products? Diabetics or people trying to avoid sugar?
    What is your sugar substitute? That may be notable.
    How does your chocolates taste compared to other sugar free chocolates? How does it taste compared to chocolates with sugar?
  • Posted on 12/8/2020 at 1:24 PM Accepted
    It's important that we understand who your primary target audience will be. What's important to them? What does sugar-free mean to your audience? Is it about weight loss, no cavities, healthy eating, or something else? You are best served to focus on the most compelling BENEFIT rather than the no-sugar ingredient claim. How does your product compare for taste/flavor and texture in blind taste tests vs. competitive products?

    What does "Wacao" mean? Does your target audience understand the name/word?

    It would seem to me that taste/flavor is what chocolate customers would want most. If that is so, I'd feature that in your tagline. If they like the taste/flavor they probably won't care what the ingredients are (or are not). And if your product loses on taste/flavor it's unlikely that no-sugar will somehow convince them to purchase.
  • Posted by SteveByrneMarketing on 12/9/2020 at 8:18 PM Accepted
    There is a market for ‘bitter sweet’ chocolate (and other popular favors). Perhaps ‘less sweet’ is better phrasing than ‘less sugar’. Or use a mixture of sugar substitutes and real sugar that together are still less sweet, less calories and generally healthier.
  • Posted by Shelley Ryan on 1/6/2021 at 10:33 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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