The Sugar Association chose Qorvis to create a campaign to raise awareness about the marketing practices of the artificial sweetener Splenda, which had stolen the “all natural” brand from age-old sugar.
Since campaign launch, eight of the top ten hits on a Google search helped educate about Splenda. The “Truth About Splenda” campaign has been the subject of more than 500 discussions on internet blogs and approximately 100 e-news stories. In addition, a news conference in February 2005 made the #1 story on Yahoo!, AOL.com and Comcast search engine home pages. According to analyst reports, the resulting publicity, which amounted to 100 million media impressions in one month, drove down the table use of Splenda by 7 percent.