The Sugar Association
Reframing the public debate on artificial sweetener marketing
Situation Summary
Situation Summary
The Sugar Association engaged Qorvis to address growing market confusion surrounding the marketing of artificial sweeteners, particularly Splenda, which had positioned itself in consumer advertising as a natural alternative to sugar.
When the engagement began, online search results and media coverage overwhelmingly reflected lifestyle content and promotional messaging. Little public information addressed product composition or marketing claims.
The objective was to ensure that consumers, advocacy organizations, and policymakers had access to more comprehensive information on artificial sweetener marketing practices and labeling claims.
Qorvis Solution
Qorvis Solution
Qorvis launched the “Truth About Splenda” campaign to highlight advertising and branding claims in the artificial sweetener category.
We built and mobilized a national coalition of more than 3,000 consumer, agricultural, and health stakeholders and advocates. By the end of the campaign, nearly 50 organizations called for greater oversight of marketing and labeling practices.
Qorvis executed a coordinated earned media strategy, including a high-profile press conference that became the top story on major news platforms. The campaign generated approximately 100 million media impressions in one month and sustained online engagement across thousands of blogs and hundreds of news outlets.
The campaign reshaped the digital and media environment surrounding artificial sweetener marketing claims and significantly expanded public awareness of labeling and advertising issues. Within months, 8 of the top 10 Google search results included educational content with the truth about Splenda.