SWEET TALK by J3 UM for Splenda

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SWEET TALK

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Canada
Agency J3 UM
Released February 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: McNEIL NUTRITIONAL PRODUCTS
Product/Service: SPLENDA
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: J3 UM, Toronto, CANADA
Entry URL: http://www.splenda.ca/sweettalk
Supervisor Communication Strategies: Andrea Miliauskas (J3 Canada)
Activation Associate: Chris Makowka (J3 Canada)
Activation Designer: Sandi Mariotti (J3 Canada)
Vice President/Communications Strategies Director: Caroline Breton (J3 Canada)
Activation Designer: Trevor Bozyk (J3 Canada)
Regional Vice President: Valda Forrester (McNeil Nutritionals Products)
Senior Brand Manager: Irene Chin (McNeil Nutritionals Products)
Media placement: Website - Splenda.ca/sweettalk - January 13th, 2009 x 50 weeks
Media placement: Online Media – 4 X Media Units - MSN.ca, Foodtv.ca, HGTV.ca, Globaltv.com, Canada.com, Mochasofa.ca - January 13th, 2009 x 50 weeks
Media placement: TV Spot #1 - Food, HGTV, Slice, Global, TV Trop, Discovery Health - January 12th, 2009 x 4 weeks
Media placement: Print Ad #1 - Canadian Living - February, 2009
Media placement: e-blast #1 - Livingwell.ca, Splenda.ca, Mochasofa.ca - February 10th, 2009
Media placement: Print Ad #2 - Canadian Living - March, 2009
Media placement: TV Spot #2 - Food, HGTV, Slice, Global, TV Trop, Discovery Health - March 16th, 2009 x 4 weeks
Media placement: Print Ad #3 - Canadian Living - April, 2009
Media placement: msn.ca diabetes sponsorship - msn.ca - April 6th, 2009 x 38 weeks
Media placement: e-blast #2 - Livingwell.ca, Splenda.ca, Mochasofa.ca - April 13th, 2009
Media placement: TV Spot #3 - Food, HGTV, Slice, Global, TV Trop, Discovery Health - May 18th, 2009 x 4 weeks
Media placement: Print Ad #4 - Canadian Living - June, 2009
Media placement: e-blast #3 - Livingwell.ca, Splenda.ca, Mochasofa.ca - June 15th, 2009
Media placement: Portable/Interactive Ad Unit (VideoEgg) - VideoEgg Network – Social Media Sites (Facebook, Myspace) - June 22nd, 2009 x 8 weeks
Media placement: TV Spot #4 - Food, HGTV, Slice, Global, TV Trop, Discovery Health - August 24th, 2009 x 4 weeks
Media placement: e-blast #4 - Livingwell.ca, Splenda.ca, Mochasofa.ca - September 21st, 2009
Media placement: TV Spot #5 - Food, HGTV, Slice, Global, TV Trop, Discovery Health - October 12th, 2009 x 4 weeks
Media placement: e-blast #5 - Livingwell.ca, Splenda.ca, Mochasofa.ca - November 9th, 2009
Media placement: Portable/Interactive Ad Unit (VideoEgg) - VideoEgg Network Social Media Sites (Facebook, Myspace) - November 23rd, 2009 x 6 weeks
Media placement: TV Spot #6 - Food, HGTV, Slice, Global, TV Trop, Discovery Health - November 30th, 2009 x 4 weeks
Media placement: e-blast #6 - Livingwell.ca, Splenda.ca, Mochasofa.ca - December 28th, 2009

Results and Effectiveness
The programme was a sweet success! Due to recessionary pressures and private label competition, SPLENDA® held the number one position in the Low Calorie Sweetener category, maintaining an almost 60% share. Splenda.ca traffic shot up by 30% following launch. Throughout the campaign period, 72% of visitors to Sweet Talk were new, spending on average 3 minutes with the content. By the end of December, 2009 there were over 123,000 video views and over 148,000 site visits.

Creative Execution
An online videos series was served up called “Sweet Talk” featuring popular host Liza Fromer and guest food experts. Throughout 2009, episodes strategically rolled-out on www.splenda.ca/sweettalk focusing on key ‘food occasions’ such as New Year’s resolutions, summer freshness including jamming, and healthy holiday treats. TV spots using content from the online video series introduced themes and invited viewers online to watch the full length episodes. Print features complemented these targeted occasions and offered readers mouth-watering recipes and information about the brand. Online media including a portable and interactive ad unit carried the video series to targeted consumers in their preferred social communities, allowing for interaction and streaming of videos. Additionally, an exclusive SPLENDA® diabetes information hub on MSN.ca allowed for further exposure and relevancy of the campaign. All media pushed to the site where consumers were given the opportunity to engage with webisodes, recipe downloads, news, coupons, and online surveys.

Insights, Strategy & the Idea
It’s no surprise healthier eating is all rage; it’s good for you! So how do you increase relevancy and applications for substitutes like low calorie sweeteners (LCS) when consumers are eating better? In order to maintain the market leader position, SPLENDA® needed to increase usage opportunities by changing the perception of LCS, introducing versatile usage opportunities within baking and cooking to promote healthier lifestyles. Canadians living with diabetes and those looking for low-calorie food options dig deep to find information and recipes online that involve sugar alternatives to support their healthy lifestyle. Knowing this, SPLENDA® understood the need to drive consumer engagement with the brand through customised content that focused on healthy living. Local talent and experts who were SPLENDA® users were crucial in order to stand out. Using Food Network, Canadian Living Magazine and MSN.ca, the campaign could deliver focused messages within highly relevant environments.