Splenda® is the world's leading artificial sweetener, and there's no doubt about that. People already know the benefits of using Splenda®, so we decided to position the brand as something a lot bigger - the world's official creator of sweet moments, not just the sweetness in your dessert or coffee. We set out to create actual sweet moments for real people, and then asked them to pass that sweet moment forward to someone else. That’s how we started our sweetness chain, the first of two initiatives for this brand in 2015.