stacy sanford.
01THE RESULT

6 months
ahead of target.

The work helped save Splenda Stevia from discontinuation and exceed its 2019 share-of-market goals six months early.

RESEARCH / POSITIONING / PACKAGING STRATEGY

The name
was getting
in the way.

Splenda’s brand equity wasn’t translating to stevia buyers.

CUSTOMER INSIGHT / POSITIONING / PACKAGING

Different buyers.
Different
priorities.

Stevia buyers valued naturalness. Splenda’s artificial-sweetener association worked against it.

THE BRAND ASSOCIATION WAS OBSCURING THE PRODUCT.

Let
stevia
lead.

I recommended “Stevia by Splenda.” The brand adopted a different naming hierarchy, making Stevia and its benefits more prominent.

SAME PRODUCT. A DIFFERENT HIERARCHY.
THE ACTUAL WORK

A change you
can see.

The natural claim was already there. The change made Stevia and its benefits harder to miss.

Starting package: large Splenda name above smaller Stevia lettering, with a circular natural claim.
BEFORESplenda dominated the hierarchy.
Adopted package: larger Stevia lettering and a red 100% Natural, Tastes like Sugar banner.
AFTERStevia and its benefits came forward.
WHY THE CHANGE MATTERED

From overlooked
to understood.

Exceptionally strong testing and early response prompted the company to introduce the new packaging before old stock sold through.

Need someone who uncovers what buyers actually value—and builds the brand around it?

Let’s talk See my résumé
THE THINKING BEHIND THE CHANGE

The right equity.
The wrong audience.

Research exposed the mismatch: Splenda’s diet- and calorie-conscious audience differed from stevia buyers, who prioritized naturalness.

What I recommended

“Stevia by Splenda”: product identity first, with Splenda in an endorsing role.

What the brand adopted

A stronger Stevia logo and more prominent “100% Natural / Tastes like Sugar” messaging. The full naming recommendation was not adopted.

Why that distinction matters

The pack needed to distinguish stevia from shoppers’ existing associations with Splenda. Hierarchy and benefit prominence did that work.

What happened next

Strong testing accelerated the packaging change; the work helped save the product and exceed its 2019 share-of-market goals six months early.

Stacy-confirmed historical packs; packet counts differ. Comparison shows messaging and hierarchy. Results: current résumé. Research and rollout: Stacy’s project account.