'Passport to a Sweeter Holiday' With Splenda

Billington Cartmell approached Aztec to provide an offer for Splenda, the low calorie sweetener, to launch its first ever on-pack promotion using the holiday theme 'Passport to a Sweeter Holiday'. The incentive launched in April 2008 and ran across 900,000 Splenda granulated and tablet packs and offered consumers £100 off their next holiday with travel experts Apollo Travel Direct.

The promotional packs featured a unique reference code and referred the customer to a dedicated micro site. The customer could access the site by typing in their code to view the participating tour operators which included Kuoni, Virgin Holidays, Thomas Cook, First Choice and Thomson. Once the customer had chosen their holiday, they were asked to call a dedicated hotline in order to book their holiday and to redeem their £100 discount.

In addition there was a prize draw for a £10,000 dream holiday, where the winner was able to create the holiday of their dreams. The promotion was supported by digital banners and full-colour press ads that ran in women's weekly and monthly magazines in June and July 2008.