*• 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!