Splenda is a no-calorie, no-carb sugar alternative made through a patented process starting with sugar. It has a sugary taste without unpleasant aftertastes and holds up to heat unlike aspartame. A marketing strategy proposes a YouTube baking competition hosted by Rachael Ray, using her show and social media to promote Splenda. The $3 million budget competition would choose 10 contestants over 9 weeks, with a $50,000 grand prize to increase Splenda sales and brand awareness by 30%.

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,
and converting them into using Splenda.

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
• Production Expenses:
• $65,440

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

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