RHYME TIME

Consumers shopping for sugar are being asked to rewrite the cookbook when it comes to sweets.

The makers of Splenda, a no-calorie sweetener made from sugar, asks shoppers to “think sugar, say Splenda” in a new TV and print campaign. The ads, by Lowe unit Alchemy, replaces the word “sugar” with “Splenda” in nursery rhymes and poems.

Two TV spots began airing on Jan. 20. One features families and couples enjoying homemade goodies, while a girl recites, “Roses are red, violets are blue, Splenda is sweet, and so are you.” A voiceover reminds viewers that they can use Splenda anywhere they can use sugar.

Three print ads will break in April issues of magazines such as People, Ladies’ Home Journal and Cooking Light. One shows a girl whose face, fingers and hair are caked with frosting, holding a whisk. Text reads, “Splenda and spice and everything nice.”

The ads aim to touch on the nostalgia associated with sweets while reminding parents that too much sugar is not healthy for kids, said Amy Sacks, Alchemy chief creative director. “Little kids are sweet when they get what they want,” she said. “And moms can get their kids more of the things that they want when they’re made with Splenda.”