SWEET IMPROVEMENT
“Sweet Discoveries” trade ad campaign created for Jacobs. Beverage manufacturers were facing some tough decisions. The price of corn was rising fast and consumers were starting to turn away from products loaded down with high fructose corn syrup. The makers of Splenda, a natural sweetener, had a smart solution. By secretly replacing the sugar over time with Splenda, manufacturers not only gained control over their costs, they also began serving up drinks with far less sugar and calories.
Telling the creative story involved a teaser ad campaign in print and online that drove customers to learn more for themselves.
