Travis Ulmer  //  OPERATION GET SWEET: promo, print, retail, web
Project ToolsProject Info
The Project:
Splenda wanted to motivate shoppers to look for the 'Sweetened With Splenda' logo 
on packaged products (i.e., Diet Coke with Splenda). 

The Idea:
Turn consumers into secret agents through a partnership with the Get Smart DVD release. Their mission? Spy 'Sweetened With Splenda' products at their local grocer. 


Print introduced program, mission, and incentives. 


 
Co-branded DVD displays promoted the program. 


 
Shelf talkers in relevant store aisles drove purchase of 
Sweetened With Splenda products and Get Smart DVDs.


 
Since consumers were acting as secret agents, OperationGetSweet.com
served as their CONTROL intranet. Language and techy interface stayed
consistent with what one would imagine the CONTROL intranet to look like.
Control Alert messages embraced the humor of the movie: Per IT, only waterproof laptops are allowed in the agency swimming pool. Entries for Sleuth magazine’s “Squarest Jaw and Straightest Smile” contest are due Tuesday. Looking for the “special agent” in your life? Don’t miss tonight’s Spyin’ Singles reception in the dining hall. Whoever took the last packet of Splenda should go dark. Agent 61 is looking for you. Want to join the CONTROL miniature horse club? Contact Special Ops today. The dreaded Sugar Marauder is still at large. The Deputy Chief’s birthday party this afternoon is no longer a surprise. He was a spy, you know.

Control Alert messages embraced the humor of the movie:


Per IT, only waterproof laptops are allowed in the agency swimming pool.

Entries for Sleuth magazine’s “Squarest Jaw and Straightest Smile” contest are due Tuesday. 

Looking for the “special agent” in your life? Don’t miss tonight’s Spyin’ Singles reception in the dining hall.

Whoever took the last packet of Splenda should go dark. Agent 61 is looking for you.

Want to join the CONTROL miniature horse club? Contact Special Ops today.

 The dreaded Sugar Marauder is still at large.

 The Deputy Chief’s birthday party this afternoon is no longer a surprise. He was a spy, you know.



 
Users/Secret Agents enter UPC codes from Sweetened With Splenda products.
Random UPCs "decode KAOS secrets" and score the agent high-tech gear.


 
Grand prize Vespa LX, featured in the Get Smart movie.


 
Mission Target Reports allowed users/secret agents to uncover where 
Sweetened With Splenda products are located in most grocery stores.