McNeil Specialty Products today launches an estimated $40 million integrated campaign for Splenda, its new no-calorie sweetener that first launched nationally in October. The campaign, from Lowe
Lintas & Partners, New York, aims to portray the excitement over the product, which is made from sugar but contains no calories. TV ads feature the moon breathing a sugar-like air that spreads around town to touch baked goods, coffee and other foods and beverages that onlookers are amazed could contain an artificial sweetener. The copy claims, "pretty amazing, huh?" Print and radio as well as Internet activities and marketing efforts directed at healthcare professionals will also support the new brand
Copyright January 2001, Crain Communications Inc.