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

Proposition Development | Inspirational Insight


European sales of Splenda sweetener doubled within 6 months


Splenda case study post it

Johnson & Johnson’s Challenge

Johnson & Johnson wanted to take Splenda sweetener beyond ‘tea and coffee moments’ and uncover the latent needs driving sweetener consumption behaviour.


The Sense Worldwide Approach

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’.


How The Sense Network Shaped Redefined Sweeteners

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.

Splenda Chocolate


The Outcome

The package was redesigned to reposition Splenda sweeteners more like chocolates, rather than a pill.


The Result

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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