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

The Challenge

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

 

The Outcomes

The package was redesigned to reposition Splenda sweeteners more like chocolates than diet pills.

 

The Result

Within six months European market sales doubled.

 

Splenda Chocolate

 

Our Approach

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.

 

How The Sense Network Helped

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

 

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