‘Atkins? What, Dr Atkins, the diet?’. Mention Atkins, and that’s invariably the reply. To deliver commercial success for their range of low carb products, we needed to create appeal amongst more people than would ever be on a diet (let alone admit to it). So, how did we move the conversation on?
Ride the growing wave of ‘anti-sugar’ sentiment in the media and normalise low carb eating for the mainstream.
Show people what low carb living looks like. Heaps of fresh, tasty food. Happy, well individuals of all ages and life stages. And delicious, convenient Atkins products that help you eat low carb throughout your day. No ’before and after’, no sacrifices, no science jargon. Just a simple, healthy and attainable approach to eating.