From Forgotten Sweetener to Healthy First Step
SPLENDA
From Forgotten Sweetener to Healthy First Step
America is drowning in the effects of diabetes and hypertension.
But for many, taking the first step towards a healthier weight can seem overwhelming. Could help be hidden in a condiment so familiar, it had become nearly invisible? As it turns out, yes. So we offered people a small, simple step to start a healthy journey: Splenda.
Our “It Starts with Splenda” campaign moved the iconic sweetener to the center of the health and wellness conversation.
With a refreshed brand identity and fully integrated campaign led by broadcast, we showed how meaningful change can start with something as simple as what you put in your coffee.
We helped people see that small choices can lead to big results. And changed an overlooked brand's relevance in the process.
Results
+30%
market share increase
300%
sales increase during campaign
+156%
positive brand sentiment online