*• Splenda is the front running brand of low-
calorie (sucralose) sweeteners.
• Created through a patented process that
starts with sugar and and converts it to a
no-calorie, no-carb sugar alternative.
*
• Splenda has a crisp sugary taste,
without the unpleasant aftertaste of
saccharin and acesulfame-K.
• Splenda holds up to heat, unlike
aspartame.
*
• Goals:
• Increase sales by 30%
• Increase brand awareness
• Create a YouTube baking
competition hosted by Rachael Ray
• Using advertising on social
media, blogs, websites,
and Ray’s talk show to
promote the strategy.
*
• Baking competition using Splenda sweetener
• 10 qualified contestants chosen
• 9 Week competition
• $50,000 grand prize
• $25,000 cash
+
• $25,000 contract
*• Focused on foodies, with a secondary
target audience of diabetics.
• Goal of reaching bakers who use
sugar, and converting them into using
Splenda.
*• Total budget: $3,000,000
• Rachael Ray:
• $1,000,000
• Digital Agency:
• $60,000
• Advertising:
• $1,824,560
• Google AdWords = $82,200
• Website advertising = $1,578,760
• Prizes:
• $50,000
• Production Expenses:
• $229,040
*
• Increase in internet
searches
• Increase in sales
• Competition video
likes and views
*But remember..
It’s about the
food!