2. *
• Splenda is the front running brand of lowcalorie (sucralose) sweeteners.
• Created through a patented process that
starts with sugar and and converts it to a
no-calorie, no-carb sugar alternative.

3. *
• Splenda has a crisp sugary taste,
without the unpleasant aftertaste of
saccharin and acesulfame-K.
• Splenda holds up to heat, unlike
aspartame.

4. *
• 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.
• Goals:
• Increase sales by 30%
• Increase brand awareness

5. *
•
•
•
•
Baking competition using Splenda sweetener
10 qualified contestants chosen
9 Week competition
$50,000 grand prize
• $25,000 cash
+
• $25,000 contract

6. *
• Focused on foodies, with a secondary
target audience of diabetics.
• Goal of reaching bakers who use sugar,
converting them into Splenda bakers.

7. *
• 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
• Set Expenses:
• $65,440

8. *
• Increase in internet
searches
• Increase in sales
• Competition video
likes and views

9. *But remember..
It’s about the
food!