Sugar Association To Counter-Attack 'Sugar Bashing'

Ha, the scourge of modern health fights back, with the secondary scourge of modern life, advertising....

Sugar Association To Counter-Attack 'Sugar Bashing':

The Sugar Association, a group comprised of many of the leading companies in the $8 billion dollar U.S. sugar industry, will launch a multimillion-dollar marketing effort in the first quarter of 2005 to help "reverse the impact of sugar bashing brought on by the low-carb craze" and manufacturers of artificial sweeteners.

The effort, via new AOR Marriner Marketing Communications, Columbia, Md., will include TV, radio and print as part of a "consumer education campaign that will focus on the natural benefits of sugar." The campaign will launch in test markets before going national.

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"We are confident that our selection of Marriner will help us to reverse the impact of sugar bashing brought on by the low-carb craze and fueled by manufacturers of artificial sweeteners," Andy Briscoe, president and CEO of the Sugar Association, said in a statement. "In this review process, Marriner demonstrated their ability to quickly assess our market situation and develop strategic solutions that permeate their work."