Splenda Stevia Sweetener Campaign
Changing HCP and patient perceptions of a natural sweetener
Challenge
Splenda Stevia entered a growing natural-sweetener category with strong brand recognition, but that familiarity also created a challenge. Splenda was closely associated with traditional sweeteners, making it harder for audiences to understand that this product was made with 100% natural ingredients.
Awareness of stevia's potential benefits was also limited, and some consumers expected it to have a bitter aftertaste. The relaunch needed to give healthcare professionals a clearer reason to recommend the product while helping patients see it as a natural option that did not require compromising on taste.
Solution
We developed a new campaign that brought the product's natural ingredients, health benefits and taste story together in one clear, approachable message. The campaign spoke to both sides of the recommendation: healthcare professionals who wanted to help patients make healthier choices, and patients looking for practical ways to support their goals without giving up the flavors they enjoy.
The new campaign platform expanded across print, digital and social advertising, email, testimonial video and a direct-mail toolkit for healthcare professionals.
Results
The campaign generated a significant number of HCP opt-ins and continued demand from the sales team for campaign materials to support conversations with healthcare professionals.
“I'm so happy. The team loved the work. The results have been great. We're exceeding our opt-in for the HCP toolkit compared to forecast. Isn't that great?!”
— Director of Healthcare Professional Marketing
The Campaign
The visual system paired natural ingredients with familiar healthcare and lifestyle imagery, helping the work feel credible, approachable and distinctly Splenda.
Messaging emphasized that patients could make a better-for-you choice without sacrificing sweetness or taste. The campaign was then adapted across HCP communications, patient education, product sampling and digital media.
Our Role
Strategy and messaging
Campaign concepting, design and production
Creative research and testing support
HCP and patient communications
Print, digital, email and social assets
Testimonial video production
Educational and sales materials
