All Sweeteners Are Not Equal.(Johnson and Johnson launches campaign for Splenda sweetener)(Brief Article)(Statistical Data Included)

Food Institute Report, The, April, 2001

While Johnson & Johnson is targeting the market for young, health conscious women in a $30 million ad campaign for its Splenda sweetener, Merisant Co. will target marketing for Equal towards aging boomers with weight or health problems, such as diabetes, who need a sugar substitute for more than sweetening tea.

Merisant has already started running ads for Equal in Diabetes Digest, Voice of the Diabetic and the mature versions of TV Guide and Reader's Digest. The company spent several years devising recipes in-house before rolling out its campaign last October, however, one obstacle for Merisant will be to persuade consumers who need to avoid sugar that Equal is tasty in cakes and cookies.

Although J&J, which has already claimed a 16% share of the $270...

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