It’s about time to send some Killer Brand Kudos towards SPLENDA.
Splenda introduced into a category of chemicals with a “made from sugar” differentiation, a more natural, or at least less artificial formula in an artificial category without harping on either claim, focusing instead on “made from sugar so it tastes like sugar.”
The brand’s march towards market leadership has been hindered by their own inability to make enough of it to serve all customers. One of the big reasons all diet colas are not yet made from Splenda traces to Splenda’s continuing capacity issues. They add capacity and the market soaks it up.
Their alignment is very tight. Everything that they do is in Spenda yellow. Every consumer packette now carries a sweet saying, such as “If only everything were this sweet,” or “The packet holds the key to sweetness,” or “Caution; May result in extreme happiness. Sprinkle at your own risk.”
Just a very strong example of Focus, Alignment and Linkage (although of the three, linkage is the weakest to the name, and actually stronger to the color). Waffle House waitresses tell me that customers ask for the “yellow” stuff.