Johnson & Johnson wanted to take unlock the potential of Splenda sweetener. They wanted to take it beyond ‘tea and coffee moments’. They wanted to uncover the latent needs driving sweetener consumption behaviour.
The package was redesigned to reposition Splenda sweeteners more like chocolates than diet pills.
Within six months European market sales doubled.
We needed to understand how to reach new audiences. This was a job for The Sense Network. By pooling the insights of users and non-users alike we would discover that preconceptions were holding the brand back.
We worked with a diverse mix of Sensers, including those who did and those who did not use sweeteners. One of the key findings was that sweeteners, from the product form to the dispenser, “felt like medicine”.
The goal became to reposition sweeteners as a smart treat, rather than a diet pill.
Sense Worldwide laid the foundations for our innovation pipeline.
Global Innovation Director, Johnson & Johnson