In response to the growing health trend, food manufacturers were rushing to take sugar out of their products, claiming a new, healthier ‘agenda’.A conservative market was turned upside-down, and instantly, everyone became a ‘sugar-free-manufacturer’.To reposition Marmolight as leader in the no-sugar category and to clarify its uniqueness, we launched a campaign, promoting our very own law proposal, demanding a clear statement of the presence of sugar in all food-related products.By that we aimed to raise awareness about the negative effects of sugar, gain public support, and indirectly, to present the health benefits of consuming sugar-free food.

We were political activists now, not promoters of a commercial business, and as such traditional media could not carry our message efficiently.

We operated in two main channels: constitutional and public. Lobbyists were recruited, to spread the word. A PR firm was hired to address the required buzz, an online petition was set up calling the public to join forces, and viral emails were sent.Preparing for the final act - introducing the new law for Parliament approval, we searched and found our front man: a Parliament member, well known for his focus on social responsibility, who assumed responsibility for our project.

From a legal stand-point we reinforced the negative effects of sugar, and raised awareness about them.

The platform we set up allowed progress to be made; a public debate is now in motion, gaining momentum with every conversation and signature added to the mini-site, generating media exposure and the interest of professional institutes.The public is showing a small but clear tendency towards considering sugar-free alternatives.The true results will keep echoing, long after this campaign officially ‘ends’.This is out of our hands now.The client, by now completely drawn into the buzz, never expected anything like this, and like us awaits Parliament approval.