Regular readers will recall that, a while back, I was pretty unimpressed with Splenda’s advertising techniques. Their most recent move doesn’t endear the company to me, either. According to Lloyd at Sustainable is Good (via Seth), the artificial sweetener company has been buying up all the negative Splenda-related domain names they can find:
Image is everything today, if you don’t believe that statement, just look at the lengths the companies who produce the artificial sweetener Splenda are going to control potentially negative information on their product. Tate & Lyle, manufacturer of Splenda, along with its US based co-developer Johnson & Johnson have bought up potentially negative domain names by the hundreds. The three top level .com domain names mentioned above [splendakills.com, victimsofsplenda.com, splendatoxicity.com] sound like something out of a medical examiners post mortem but they are actually domain names owned by the sweeteners own makers. Why?
Image may be everything, but how does this look? “We know our product might be poison, so let’s prevent people from talking about it.” It’s not an uncommon move by companies, but it’s just a waste of perfectly good corporate dollars. They could blow their entire marketing budget on domain names, and still have nil impact on the anti-Splenda campaign.
If the site promotion is effective, and there’s enough public interest, any domain will do. How about FakeSugarSucks.com? SplendaGoGo.org? It’s too bad there isn’t a .da domain extension.
UPDATE: Here, for example, is one such domain that Splenda didn’t get.