You are here
FORT WASHINGTON, Pa. -- McNeil Nutritionals, LLC, a Johnson & Johnson company and the maker of Splenda No Calorie Sweetener, has launched a comprehensive marketing effort to help educate U.S. Hispanic families on its Splenda retail products. The campaign includes a mobile marketing tour that will make stops at supermarkets and other locations throughout the summer.
The integrated awareness campaign is reaching Hispanic consumers on various levels, including advertising, community outreach, grass-roots event participation, coupons, and product sampling.
Beginning this spring, a bilingual cooking tour called "Los Momentos Mas Dulces" ("The Sweetest Moments") is traveling to Hispanic communities throughout the United States. The multifaceted grass-roots mobile marketing program features a fully equipped kitchen and will visit key retail stores and major Hispanic events. The tour provides consumers with free product samples, including freshly baked cookies, fresh fruit, aguas frescas, and hot coffee.
The purpose of the program is to demonstrate the versatility of Splenda products in home baking and in sweetening hot and cold beverages.
A highlight of the tour will be the appearance of "Chef Splendido," the winner of a search in major Hispanic markets to identify the next generation of Latino culinary talent.
The increasing prevalence of obesity among Hispanic populations is one reason McNeil Nutritionals is reaching out to this ethnic group. Additionally, the incidence of diabetes is 1.5 times higher with Hispanics than the general U.S. population, and 60 percent of Hispanic children are predisposed to diabetes. To address this issue, Splenda will distribute bilingual educational information, including a brochure in the form of a "fotonovela."