Brief:
- Splenda is comparing its stevia brand of sweetener to cannabis in its first nationwide campaign, which includes social media, broadcast TV and print, according to information shared with Mobile Marketer.
- The brand ran a 60-second spot during Sunday's Golden Globe Awards that aired on NBC, and created a free-standing insert in national newspapers offering a buy-one-get-one-free coupon.
- Splenda also hijacked Golden Globe conversations on social media by calling out "sweet acceptance speeches, sweet outfits on the red carpet, sweet moments, and more" to emulate the humor of its TV ad.
Insight:
By attempting to take over social media conversations around the Golden Globes, the brand can tap into the type of second screening that is popular during live television events. Second screening boosts a viewer's chances of following up on an ad by 75%, significantly improving effectiveness, according to a study by media agency MediaCom and technology company ViewersLogic. Women are more likely than men to respond to an ad while second screening, as 59% of their active responses happen while using a mobile device, compared with 51% of men, per the study.
Anyone else tear-up during this @tomhanks speech? No? Just us...? Sweet... pic.twitter.com/NZt74jbeUP
— Splenda (@Splenda) January 6, 2020
Splenda is taking a lighthearted tone with its first nationwide campaign for its brand of stevia sweetener by comparing the plant-based product with cannabis, which has become a high-growth industry as more states legalize marijuana for recreational use. By taking a multichannel approach with the campaign, Splenda can reach a broad audience that includes TV viewers and younger consumers who are more likely than older generations to use social media on their smartphones.
Splenda's campaign comes as the stevia market is forecast to grow as consumers seek a zero-calorie alternative to sugar. The global stevia market will balloon by about 11% a year to $979 million by 2025, according to an estimate by Verified Market Research.
