Johnson & Johnson: Reframing Sweeteners

How might we build long term growth in a commodified category?

Proposition Development | Inspirational Insight | Brand Marketers 

European sales of Splenda sweetener doubled within 6 months

The Challenge

Johnson & Johnson faced the challenge of building long-term growth in the commodified category of sweeteners. They wanted to unlock the potential of Splenda sweetener by going beyond its traditional association with “tea and coffee moments.” To achieve this, they needed to uncover the latent needs and motivations driving sweetener consumption behavior.

Our Approach

Sense Worldwide recognized the need to understand how to reach new audiences and overcome preconceptions holding the brand back. We engaged The Sense Network, which provided a diverse mix of insights from both sweetener users and non-users alike. One key finding was that sweeteners were perceived as medicinal, impacting their appeal.

The Result

In response to the insights gathered, Johnson & Johnson redesigned the packaging of Splenda sweeteners, repositioning them as more like chocolates rather than diet pills. The repositioning successfully captured the attention of consumers, allowing Splenda to break free from the confines of the commodified category and drive long-term growth.

This strategic move resulted in significant growth in the European market, with sales of Splenda sweetener doubling within just six months.