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Splenda Presentation - Ryan Woods

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Splenda Presentation - Ryan Woods

  1. 1. * • 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.
  2. 2. * • Splenda has a crisp sugary taste, without the unpleasant aftertaste of saccharin and acesulfame-K. • Splenda holds up to heat, unlike aspartame.
  3. 3. * • 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
  4. 4. * • • • • Baking competition using Splenda sweetener 10 qualified contestants chosen 9 Week competition $50,000 grand prize • $25,000 cash + • $25,000 contract
  5. 5. * • Focused on foodies, with a secondary target audience of diabetics. • Goal of reaching bakers who use sugar, and converting them into using Splenda.
  6. 6. * • 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
  7. 7. * • Increase in internet searches • Increase in sales • Competition video likes and views
  8. 8. *But remember.. It’s about the food!

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