Those Little Pink Packages

Cumberland Packaging, the parent company of Sweet 'N Low is started an agency review for its $6million account.

Cumberland is battling for second place in the sweetener market against Merisant, maker of Equal. Both trail industry leader and Splenda manufacturer McNeil Nutritionals, which garners the majority of the category's dollar share at retail (nearly 70%).

The RFI indicates that Cumberland may be looking to reposition its brands and take on some larger competitors with new product offerings or line extensions. The document asks for competing agencies to provide case studies illustrating their ability to "reposition an established brand to revitalize brand interest and increase sales and/or level of usage" and "successfully introduce a new product or line extension." It also asks for examples where the agency was able to "increase market share in an environment where a product is a challenger brand and is significantly outspent by its competitors."

Full article @ AdAge

Also, if you love family stories and the history of the sweetener check out Sweet and Low: A Family Story - I'd give it a "Cover is better than the story" rating.