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September 24, 2011

Splenda :30 TV

• This "SUGAR SITUATION" spot is a perfect example of the Problem-Solution-Satisfaction formula. Instead of emphasizing the repeated word "sugar," emphasize the words that FLANK the repeated word. Using the comedic rule of 3 to BUILD that opening beat in its 3 pieces WITHOUT pausing after "that means..."

• "But it's not sugar" is a SECRET that you are letting us in on. And it's a GOOD THING, too.

• Use INTERNAL THOUGHT, thinking out loud . . . let us HEAR you come up with a clever way to say something. A line like "It's a win-win and a yum-yum" only works if it's delivered in a way that sounds like YOU THOUGHT IT, not you read it off a flat page.

• Instead of emphasizing the word AND, which is SELLY . . . find the important words, and emphasize those instead, and the big selly AND will go away on its own.

Ah, breakfast.
That means sugar in the coffee,
in the cereal,
and the grapefruit.

The day has just begun,
and already you have . . . a Sugar Situation.

The sweeter solution:
Splenda No-Calorie Sweetener.
Made from sugar, tastes like sugar, but it’s not sugar.
And with no calories, it’s a win-win, and a yum-yum.

What a way to start the day.

Imagine life sweeter.

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