Gullón is one of Europe’s leading biscuit manufacturers and among the leading food groups in Spain. Gullón has a line of sugar free products that tastes delightful, and contains no trans fats and is cholesterol free, which makes it ideal for the aid in weight loss. As you know before summer season girls start watching their food intake, so our challenge was to highlight the products benefits before summer began and to increase sales.
We created a campaign that captured the spirit of summer, and emphasized the products youthful and fun personality along with its richness in flavor and health benefits. This was portrayed through advertising by placing a girl wearing a bathing suit on the beach with the slogan of “حلو بلا سكر”. This slogan had double meaning; since the word “سكر” in Arabic can mean either “sweet” or beautiful" which can be directed to the girl who is beautiful or the product “Sweet without sugar”. By following our marketing strategy this campaign was exposed through different media means. The result was an instant increase in sales.