Splenda

The Sweet Side of Design

SPLENDA® Sweetener is made by McNeil Nutritionals, a Johnson & Johnson company whose mission is to create “innovative nutritional products” aimed at allowing people to actively manage their own health. The company’s other major brands include LACTAID®, a line of lactose-free products; VIACTIV® calcium-supplementation chews; and BENECOL, a family of spreads and smart chews aimed at lowering cholesterol.

SPLENDA, otherwise known as sucralose, starts with plain sugar that’s combined with corn-based products such as dextrose and transformed into a no-calorie, carbohydrate-free sweetener. Sucralose is currently used in more than 4,000 products around the globe, and McNeil aims to boost the number of SPLENDA fans by raising brand awareness.

SNAPSHOT

Online marketing program including social media, email, mobile, and website updates

SERVICES

Strategy, Information Architecture, Design, Technology, Integrated Marketing

www.splenda.com/story

Challenge

McNeil Nutritionals approached us to develop, market, and maintain an ecommerce store for SplendidLife.com, highlighting the SPLENDA brand; create traffic-building programs through social media, search engines and email marketing campaigns; and promote brand awareness.

Approach

We designed demographic-specific pages and created descriptive, upbeat content in an engaging package. We also pitched seasonal offers and themed promotions in a fun, lighthearted style, on a site that is updated regularly. Meanwhile, interactive demos, email newsletters, and special offers through Facebook, Pinterest and Twitter drive website traffic and continuously publicize the SPLENDA brand.

The Sweet Side of Design

SPLENDA® Sweetener is made by McNeil Nutritionals, a Johnson & Johnson company whose mission is to create “innovative nutritional products” aimed at allowing people to actively manage their own health. The company’s other major brands include LACTAID®, a line of lactose-free products; VIACTIV® calcium-supplementation chews; and BENECOL, a family of spreads and smart chews aimed at lowering cholesterol.

SPLENDA, otherwise known as sucralose, starts with plain sugar that’s combined with corn-based products such as dextrose and transformed into a no-calorie, carbohydrate-free sweetener. Sucralose is currently used in more than 4,000 products around the globe, and McNeil aims to boost the number of SPLENDA fans by raising brand awareness.

SNAPSHOT

Online marketing program including social media, email, mobile, and website updates

SERVICES

Strategy, Information Architecture, Design, Technology, Integrated Marketing

www.splenda.com/story

Challenge

McNeil Nutritionals approached us to develop, market, and maintain an ecommerce store for SplendidLife.com, highlighting the SPLENDA brand; create traffic-building programs through social media, search engines and email marketing campaigns; and promote brand awareness.

Approach

We designed demographic-specific pages and created descriptive, upbeat content in an engaging package. We also pitched seasonal offers and themed promotions in a fun, lighthearted style, on a site that is updated regularly. Meanwhile, interactive demos, email newsletters, and special offers through Facebook, Pinterest and Twitter drive website traffic and continuously publicize the SPLENDA brand.