*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!
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