Johnson & Johnson owned McNeil Nutritionals is to launch a press campaign aimed at persuading women to switch to its low calorie sugar alternative Splenda.
The ads, created by Proximity London, are scheduled to appear in The Daily Telegraph’s weekend supplements and in issues of women’s titles including Good Housekeeping.
The press campaign is part of a wider rethink of the brand’s marketing and packaging to increase appeal to ABC1 women aged over 45 who either already use sweetener or are looking for ways to reduce their calorie intake.
The campaign is themed on the idea that people can “enjoy sweetness anytime” without worrying about calories. The ad features an image of a clock with cups of cappuccino and slices of cake to represent the numbers and two teaspoons depicting the clock’s hands.
The brand will be hoping to tap into consumers increasing moves towards products deemed as healthier alternatives to traditional sweet snacks as awareness campaigns about diet and obesity proliferate.