That famous, no-calorie sweetener you’ve heard about? And the one you can find in so many treats, sweets and baked goods? Introducing Splenda®. The brand has brought sweetness to the world since 1992. But it all started in 1976, when researchers at a British college were investigating a new compound made from sugar. When a young scientist was told to “test” the new compound called Sucralose, he misheard the request and proceeded to “taste” it instead. The surprise? Sucralose was sweet—and calorie free.

Fast forward to today, it’s the most recognizable and iconic low-calorie sweetener brand globally, having sold more than 100 billion yellow packets to date. From original Splenda® Zero Calorie Sweetener to Splenda® Naturals, their portfolio of products reinforces the position as a category leader. 

Yet despite its wild popularity, cult following, and everyday need, the retail brand still faces many challenges today. Even though each little yellow packet contains zero calories – which is healthier than regular sugar or a lot of sugary foods, drinks and snacks –Splenda is still giving people negative side effects. In addition, its social presence is littered with mis-information, mixed sentiment and competing creative branding.

How does Splenda® change consumer’s mindsets nationally to adopt the brand as a healthier lifestyle option? 

Promote the health benefits of this little packet as the sweet-tooth fix you’ve all been waiting for. And reinvigorate Splenda®’s social media positioning to one that’s more positive, share-worthy and engaging among audiences nationally. 

Copywriting
Content Production
Social Media Mgmt.
Creative Services Mgmt.