CORPORATE/COMMERCIAL
Lakanto is a monk fruit sweetener brand located in Lindon, Utah.
The "Sugar Sucks" articles were written to supplement an ongoing health oriented advertising campaign during the COVID-19 pandemic.
"Clean as a Monk" is a video content pitch for the company.
Role: Copywriter
Problem: Consumer sensitivities were heightened during the global pandemic, as a result it was difficult to walk the line of when and how to include information about the pandemic.
Solution: Carefully researched information about the virus was included in a COVID-19 related article, and an additional article omitting the virus completely were both developed to A/B test with consumers so Lakanto could more accurately speak to their customers.
Both articles were written to accompany an ongoing "Sugar Sucks" campaign forwarded by the client ahead of time.
Problem: The client was concerned about the formality in branding, and wanted to adopt a more approachable yet credible brand voice.
Solution: This video ad concept pitch provides a fun and simple way to interact with Lakanto. It adopts a more approachable brand voice by offering advice a friend or neighbor could offer, that still alines with brand guidelines.
This pitch was written in conjunction with a "Clean as a Monk" article already produced by Lakanto.