In response to the health trend, food manufacturers took sugar outof their products, claiming a healthier ‘agenda’.The challenge was to reposition Marmolight as leader in the no-sugar category and to clarify its uniqueness.We initiated a law proposal, demanding a clear statement of presenceof sugar in all food related products.

The Parliament is in fact a platform that validates every message conveyed through it. Defining the Parliament as our media, would provide extra validation and reinforcement to our message and engage the consumer in a trusting state of mind.

From a legal stand point we reinforced the negative effects of sugar, and raised awareness of them. Indirectly – we presented the health benefits in consuming sugar-free food.Considering the relatively small budget (which went mostly to our lobbyists)His investment will keep paying off years from now.

We operated in two main channels: constitutional and publicLobbyists 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 took it under his custody

Traditional media could not carry our message. We are political-activists now,and have to communicate as such: plant an idea in people’s mind, and reinforce it.A public debate is in motion gaining momentum with every conversation, every signature added to the mini-site and all media exposure and professional institutes.All we did was provide the initial ‘push’ and keep the momentum going.