*About• 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.

*Competitive Advantages

• Splenda has a crisp sugary taste, without the unpleasant aftertaste of saccharin and acesulfame-K.

• Splenda holds up to heat, unlike aspartame.

*Digital Strategy

• 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.

*YouTube Competition• Baking competition using Splenda

sweetener• 10 qualified contestants chosen• 9 Week competition• $50,000 grand prize• $25,000 cash

+• $25,000 contract

*Target Audience

• Focused on foodies, with a secondary target audience of diabetics.

• Goal of reaching bakers who use sugar, and converting them into using Splenda.

*Budgeting• Total budget: $3,000,000• Rachael Ray: • $1,000,000

• Digital Agency:• $960,000

• Advertising:• $924,560 • Google AdWords = $82,200• Website advertising = $842,360

• Prizes:• $50,000

• Production Expenses:• $65,440

*Performance Indicators• Increase in internet

searches• Increase in sales• Competition video

likes and views

*But remember..

It’s about the food!