Advertiser : Johnson & Johnson
Product : Splenda
Target : Women 18-49
Networks chosen : Canal Vie, Séries+
Objective
Promote the taste of Splenda among Quebec consumers.
Concept
Production of opening and closing billboards airing in flexible sponsorship on selected stations; high-end production values will showcase the product and effectively highlight its main characteristics, i.e. great taste and fewer calories.
Contest spot featuring chef Nicolas Moreau, a Canal Vie celebrity who will talk about the promotion and give quick recipes that include Splenda products
Components
7-second opening billboard – 8-second closing billboard – 60-second recipe and contest segment.