The launch of the first non-saccharine sweetener, Canderel. Objective: to justify the price premium (800% over saccharine brands) and to overcome consumer disbelief in the product. Media: TV, womens press, trade press, sampling. Evaluation: sales increased with each burst of advertising. Sterling brand share grew to 31% (grocers) and 26% (chemists) by May 1984Canderel : justifying a 800% price premium