The objective of the promo was to prove that anything made of sugar free tastes the same, as when made of sugar.

This was a fascinating display of live ants endorsing the product, In a quantitative research conducted on premise 92% of the audience were convinced that if ants are attracted to Sugar Free it must taste as good. On premise, juice made of Sugar free was also sampled to prove this point.

Research proved that the biggest barrier for Sugar Free was "Perceived difference in taste" Research further showed that the consumers could not make out the difference in taste when they were served fruit juice made of Sugar Free. We then decided to use the most credible ambassadors for sweetness - Ants. We experimented with syrup made of sugar free and lime and surprisingly found that even the ants could not tell the difference. We painted the outline of various sweet dishes on a live demo poster using this Syrup and left the rest to the ants.

The single-minded objective was to prove that Sugar Free tastes as good as sugar and who rather promote this live, than the most credible ambassadors of sugar.