Following a competitive pitch to develop an activation program for the new It Starts with Splenda campaign platform, Ruder Finn led an integrated marketing and communications strategy and execution program for Splenda that kicked off in October 2021 through the end of January 2022. It is said that 21 Days Makes a Habit and based on primary research done by Splenda, consumers are driven by word-of-mouth recommendations, and they appreciate incentives in exchange for their testimonials about their health. From this insight, Ruder Finn developed the Splenda 21-Day Swapstakes.
The team, led by Ruder Finn Executive Vice President and Head of Digital, Julie Matic, developed an integrated marketing and communications plan intended to build a stronger brand perception of Splenda as the health tool helping consumers lose weight and manage blood sugars by swapping out added sugars for Splenda Sweeteners, Splenda Diabetes Care Shakes, and Splenda Coffee Creamers.
The 360-degree consumer engagement campaign helped scale word-of-mouth through celebrity Mario Lopez, and influencers Biz Velatini and Christy Galatas, web experiences, product sampling, creative for banners, print advertising, email, and social channels; as well as a Satellite Media Tour, paid social, social media live sessions, giveaways, and more.
Heartland Food Products Group’s Director of Healthcare Professional Marketing, Nutrition Science, Professional Affairs Beth Ruge said: “The Ruder Finn team understood our vision to bring consumers’ value with Splenda health solutions — people are wishful to reduce their added sugars intake, and Splenda is a leader to help people make small changes to experience successful health outcomes. Coupled with our deep research and understanding of consumer behavior and people living with diabetes, their insights-driven expertise and creative approach made for a strong partnership and disruptive campaign, which conveys the value of Splenda to new audiences and strengthens our brand value to current users.”
Executive Vice President and Head of Digital at Ruder Finn, Julie Matic, said: “We’re extremely proud of all we’ve been able to accomplish alongside the Splenda team. We believe that ‘media begets media’. At its core, the campaign is powered by digital experiences through content, brand validation through influencer and RDN partnerships, and earned media maximization, we were able to place Splenda at the center of a greater social movement and drive meaningful conversations around the brand’s corporate purpose.”
About Ruder Finn
Ruder Finn is one of the world’s largest independent global communications and creative agencies. Founded in 1948, Ruder Finn has defined and redefined PR for more than 70 years, shaping communications that help move industry-defining brands, companies, and leaders from what’s now to what’s next. Headquartered in New York, Ruder Finn provides clients with bold communications strategies based on a global perspective and localized market knowledge that redefine leadership, reimagine the marketplace, and rethink customer experiences around a shared sense of purpose. The agency is organized around four core areas of expertise: Health & Wellness, Corporate Reputation, Technology & Innovation and Consumer Connection. Specialty practices include RF Relate, RFx Studios, ICX and RF TechLab. Ruder Finn has offices across 4 continents including the U.S., Asia, Europe, and the Middle East. Wholly owned agencies within Ruder Finn Group include: Ruder Finn Inc., RLA Collective, SPI Group, Osmosis Films, jacobstahl, RF Bloom and Bloom Health. For more information visit www.ruderfinn.com.
