Title | LESS SUGAR, MORE FLAVOUR |
Brand | HEALTH PROMOTION BOARD, SINGAPORE |
Product / Service | N/A |
Category | F01. Consumer Products |
Entrant | PUBLICIS SINGAPORE, SINGAPORE |
Idea Creation | PUBLICIS SINGAPORE, SINGAPORE |
Production | PRODIGIOUS SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Fajar Kurnia | Publicis Singapore | Executive Creative Director |
Jeremy Chia | Publicis Singapore | Executive Creative Director |
Pei Ling Ho | Publicis Singapore | Creative Director |
Jia Ying Goh | Publicis Singapore | Creative Director |
Ashok Narandran | Publicis Singapore | Senior Copywriter |
Isaac Tan | Publicis Singapore | Senior Copywriter |
Nandini Trivedi | Publicis Singapore | Senior Copywriter |
Williem Siddik | Publicis Singapore | Art Director |
Cas Tse | Publicis Singapore | Art Director |
Eugene Ng | Publicis Singapore | Copywriter |
Dawn Koh | Publicis Singapore | Art Director |
Eva Chin | Publicis Singapore | Art Director |
Amanda Wu | Publicis Singapore | Operations Management Lead |
LeeAnn Chen | Publicis Singapore | Planner |
Joanne Theseira | Publicis Singapore | Managing Director |
Joyce Wong | Publicis Singapore | Group Account Director |
Cherie Tan | Publicis Singapore | Senior Account Director |
Melissa Tee | Publicis Singapore | Account Manager |
Hannah Woo | Publicis Singapore | Senior Account Executive |
Jiaqi Chua | Publicis Singapore | Account Executive |
Joanna Lee | Prodigious Singapore | Print Producer |
Rebecca Toh | Amanacliq Singapore Pte Ltd | Photographer |
Trudi Koh | Amanacliq Singapore Pte Ltd | Executive Producer |
Mick Chuah | Amanacliq Singapore Pte Ltd | Digital imaging |
Health Promotion Board | Health Promotion Board | Flavorist |
Singaporeans pile on sugar because they think sugar adds more flavour to their food. Scientific research proves otherwise: in fact, sugar blocks the tastebuds, preventing us from tasting a broad spectrum of flavours essential to an authentic multi-dimensional experience. That’s why anything labelled with the HCS symbol is a flawed product. THE IDEA: Less Sugar, More Flavour! The biggest taste-test ever launched in Singapore to prove that drinks don’t need to be high in sugar to taste good. Tapping into the Singaporean decades-long love affair with the local drink culture, we identified over 20 flavours important to the Singapore taste experience and experimented with local ingredients and healthier choice beverages to create a new wave of visually-arresting, unexpectedly flavourful lower-sugar drinks. These are sampled at Ah Heng Drink Stall, the nation’s first lower-sugar popup, to show Singaporeans what they are really missing out with too much sugar: rich, authentic flavours.
Working with flavourists and mixologists, we evaluated a multitude of flavours and aromas that are important to the Singaporean taste experience. Beyond the five basic tastes - sweet, salty, bitter, sour, savoury - we further identified a spectrum of over 20 sensorials such as mouthfeel, grassiness, astringency, spices, textures and densities. Using this flavour wheel of values, we paired key flavours, local ingredients such as pomegranate and chai and available healthier-choice beverages to concoct 8 multi-dimensional flavourful lower-sugar drink creations, each with a standout flavour profile that also counteracted the craving for excessive sweetness. Presentation and visual appeal are also elements in the final iteration, to appeal to a social generation. The activation is accompanied by recipe cards to recreate them at home. Over the activation period, 80,000 drinks were sampled nationwide corresponding with equivalent uplift in sales of HCS products in shelves.
Not only was “Less Sugar More Flavour” the most successful sugar-education campaign in 10 years, it was the first to demonstrate a clear shift in consumer preference and purchasing behavior. At campaign end, we recorded sharp increases in awareness, consideration, and actual purchase compared to past campaigns. 83% of the Singapore population are motivated to purchase Healthier Choice drinks, with 80% finding the campaign relevant to their lifestyles and providing new information. In stores, our partners reported +31% increase in lower-sugar beverage purchase, with 79% all-time-high engagement with consumers, evidenced in a +42% increase in social and content sharing compared to past campaigns. All by simply shifting the focus to what really mattered, and a taste of what Singaporeans are really missing out on - Flavour!