Q 3. Case Study:
Sugar vs. Artificial Sweeteners
Over the years, sugar has steadily lost business to artificial sweeteners. In order to correct any misperceptions regarding sugar, as well as to counter aggressive marketing activities for artificial sweeteners, the Sugar Association decided to launch a major advertising campaign.
Prior to developing the ad campaign, the Association conducted a consumer survey to determine the attitudes and values associated with sugar consumption. The main findings of the survey are as follows –
 86% of the respondents said that they liked or loved sweets.
 Sugar and sugar sweetened foods are associated with happy and pleasurable moments.
 Users of artificial sweeteners like sugar and sugar sweetened foods to the same extent as nonusers and they use about as much sugar.
 Heavy user households constitute 30% of sugar users, but account for 77% of household sugar consumption.They bake more often and are more likely to eat sugar
sweetened snacks, desserts and breakfasts. 75% have children at home, compared to 48% of light users. Heavy users said they “love” sweets, vs. moderate and light users who said they “like” sweets.
 Over two thirds of the respondents agreed with the statements “ I feel I can enjoy snacks/desserts because my eating habits are generally healthy” and “Enjoying sweets is a natural and normal part of a child’s life.”
 Over half the respondents said they should limit their families’ consumption of both sugar and artificial sweeteners.
While the results of the survey are positive, officials of the Sugar Association are worried about consumer concerns over the quantity of sugar consumed. They are also concerned that the extensive promotion of sugar-free products will make consumers feel that sugar is bad.
Question
1. Develop an advertising approach to create a positive attitude towards sugar, focusing on the following components – 1) Cognitive 2) Affective 3) Conative/Behavioral (10 marks)