Splenda Stevia Sweetener
Changing Healthcare Professionals (HCPs) and Patient Perceptions
The Ask
Develop a creative campaign to relaunch Splenda Stevia to the HCP market.
Campaign Concepts
Background & Challenges
When Splenda Stevia Sweetener first launched, the intent was to take advantage of Splenda’s brand equity – known for quality and taste – to compete in the category of natural products. The problem was that consumers found the Splenda brand name to be synonymous with chemical ingredients. Issues in the naturals category included lack of trust that the product offered health benefits, low market awareness and the perception that stevia products have a bitter aftertaste.
Emails
Our Approach
We clearly defined the 100% natural ingredients, health benefits and quality of Splenda Stevia Sweetener to both HCPs and their patients with a new campaign message, look and feel.
Print Ad
Digital Ads
How We Contributed
Strategy
Messaging
Concepting & Design
Creative Research & Testing Support
Creation of Marketing Materials
Deliverables
Print, Digital & Social Ads
Email Communications
Video Testimonials
Direct Mail Toolkit including: Sales Brochure, Patient Brochures, Education Poster, Product Samples, Coupons
Facebook Carousel Ads
Our Solution
To create a strong connection with our audiences, we didn’t stop at the health benefits and 100% natural ingredient story. We also tapped into the emotional benefits for HCPs who have a desire to help their patients lead healthier lives. And we also captured the aspirations of patients who desire to see improvements, without sacrificing taste.
Results
The success of the campaign was proven with the significant number of opt-ins from HCPs and the reordering of the materials by the sales team to fulfill orders from their HCPs.
“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?!!”