Alongside the well-known Equal, the company recently launched a natural sweetener range, derived from the Stevia plant. This move towards more natural ways gave Orchard the idea about choice, especially consumers’ choices. Unlike traditional FMCG brands that tell consumers what to choose, Equal wanted to listen to women first and embrace their opinions.
The Orchard team hatched the plan for Equal Choice (www.equalchoice.com.au), a brand platform to get women to draw a line in the sand on a number of topical issues ranging from the frivolous to the more serious. Women can sign-up to vote and comment on subjects ranging from boob jobs, organic food, politics, or child immunisation.
“The competitive landscape within this category is becoming increasingly complex, and changing consumer preferences are both driving and responding to this, which really called for a new approach to how we communicate with our audience,” said Danielle Ross, Senior Brand Manager, Australia & New Zealand for Merisant.
“Equal Choice is an opportunity for stronger engagement with our customers and to listen to what Australian women think; not just with regards to our product, but on a range of issues of interest to them. This new platform, supported by Bauer Media/Mi9, also has Deborah Thomas amplifying the discussion and encouraging women to get involved, share their opinions, and discover what other women have to say. We hope to see it grow into a real hub of conversation and debate,” Danielle added.
Andrew Antoniou, partner at Orchard, said, “It’s a rare delight to have a client who creates their own brand story. More so, the Equal Choice brand platform is not just a one-off campaign, but an ongoing platform that provides the brand with flexibility to grow and respond to consumer needs and interests.”