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

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,
converting them into Splenda bakers.
*
• 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
*
• Increase in internet
searches
• Increase in sales
• Competition video
likes and views
*But remember..

It’s about the
food!

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Splenda Presentation - Ryan Woods

  • 1.
  • 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