Geert Van Aelst - Tiense Suiker
Geert Van Aelst joined Tiense Suiker as Marketing Manager in 2001 after stints at BAT and Diageo. ‘They were looking for someone to drive innovation and to steer the brand in the right direction,’ says Van Aelst.
In 2005, Tiense Suiker was market leader but under pressure from private labels. In a shrinking market, the company bucked the trend with its consistent communications and T-Man, the much-loved sugar man who was used in both classic and social media and also driven by the different innovations in packaging convenience.
The company’s marketing efforts were rewarded this year with an Effie and a Top Spot Award for their TV commercial.
Geert and Tiense Suiker created some great campaigns in collaboration with digital partner Boondoggle. The most noteworthy campaigns are: Madam Confituur, Zondagskost, Cake Exchange, … .They also scored in social media with a fast growing fanbase and a clever social strategy.