Johnson & Johnson wanted to take Splenda sweetener beyond ‘tea and coffee moments’ and uncover the latent needs driving sweetener consumption behaviour.
This was a job for The Sense Network. By pooling the insights of users and non-users alike we would discover what preconceptions were holding the brand back from reaching new audiences and where there was scope to make the brand more ‘fun’.
We worked with a diverse mix of Sensers, including those who did and those who didn’t use sweeteners to provided fresh insight into the space.
One of the key findings was that sweeteners, from the product form to the dispenser, felt like medicine. The objective became to reposition sweeteners as a smart treat, rather than diet pill.
The package was redesigned to reposition Splenda sweeteners more like chocolates, rather than a pill.
Within six months sales in the European market doubled.
Sense Worldwide laid the foundations for our innovation pipeline.
Global Innovation Director, Johnson & Johnson
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