1. * Splenda is the front running brand of lowcalorie (sucralose) sweeteners. Created through a patented process that starts with sugar and and converts it to a no-calorie, no-carb sugar alternative.

2. * Splenda has a crisp sugary taste, without the unpleasant aftertaste of saccharin and acesulfame-K. Splenda holds up to heat, unlike aspartame. 3. * Create a YouTube baking competition hosted by Rachael Ray Using advertising on social media, blogs, websites, and Rays talk show to promote the strategy. Goals: Increase sales by 30% Increase brand awareness 4. * Baking competition using Splenda sweetener 10 qualified contestants chosen 9 Week competition $50,000 grand prize $25,000 cash + $25,000 contract 5. * Focused on foodies, with a secondary target audience of diabetics. Goal of reaching bakers who use sugar, converting them into Splenda bakers. 6. * Total budget: $3,000,000 Rachael Ray: $1,000,000 Digital Agency: $960,000 Advertising: $924,560 Google AdWords = $82,200 Website advertising = $842,360 Prizes: $50,000 Set Expenses: $65,440 7. * Increase in internet searches Increase in sales Competition video likes and views 8. *But remember..Its about the food!