Y&R Advertising Will Back New Taste For Equal

Monsanto is reformulating its Equal brand aspartame sweetener to improve its taste and make it more appealing to consumers, who now use it mainly to flavor coffee, tea and cereal.
New packaging will hit the market in January touting the improved taste. TV advertising from Young & Rubicam here will support the change. While the most recent TV campaign for the product, themed “Different but equal,” featured women of various ages and races, the new work will focus more on the product’s low-calorie benefits.
Monsanto also plans to introduce a value-priced aspartame sweetener under the Nutrasweet name and reformulate its Sweetmate product as a saccharin-based sweetener to compete head-on with Sweet ‘n Low.
–Stephanie Thompson