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March 06, 2007


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Listed below are links to weblogs that reference Makers of Splenda buy Hundreds of Negative Domain Names :

» Splenda makers buy Hundreds of Negative Domain Names from,, are all domain names owned by the makers of Splenda. Tate & Lyle, manufacturer of Splenda, along with its US based co-developer Johnson & Johnson have bought up potentially negative domain na... [Read More]

» Marketing reverso from Ricardo Amaral Filho
Nota publicada no Sustainable Is Good d conta do esforo dos produtores do excelente adoante Splenda para bloquear tentativas de propaganda negativa da marca. Como? Comprando dezenas de DNS que poderiam servir para deneg... [Read More]

» Splenda Snaps Up Negative Domains from
Regular readers will recall that, a while back, I was pretty unimpressed with Splendas advertising techniques. Their most recent move doesnt endear the company to me, either. According to Lloyd at Sustainable is Good (via Seth), the artif... [Read More]

» Thesis, Antithesis, and How Not to Kill an Idea. from Original Cin
I like Splenda in my tea, but I dont like what the company behind Spenda seems to be up to lately. Not that its evil, just stupid. Found via the blog of Seth Godin is a story about Spendas marketing buying up negative domain names ... [Read More]

» Splenda Killed My Dog from Daily Domainer
Sustainable Is Good reports that Tate Lyle, manufacturer of the chemical sweetener Splenda, along with its US based co-developer Johnson Johnson, have bought up hundreds of chillingly expressive domain names, including,... [Read More]

» My Marketing Dream? Are Honda smart or dumb? from WebSavvy
Id like to offer Honda hearty congratulations. Its a brave move to remove all of your sponsors logos from your F1 cars and replace them with a beautiful image of our planet. Ignoring for a moment those skeptical thoughts of how g... [Read More]

» Splenda Buys Anti-Splenda Domain Names from
Splenda Buys Anti-Splenda Domain Names [Read More]


Peter Davis

It just makes it look like they have something to hide.

And, I guess nobody told them that hyphens are popular in domains now too. is still available, and probably all the others with a hyphen too.

They just should probably fire whomever came up with the idea to do that. Not only is a questionable idea in the first place, but poorly implemented.


I disagree.

I think its a basic level of proactiveness. It's not like there's anything wrong with Splenda, but ignorance and fear abounds in our society. Look at all the people who believe man didn't walk on the Moon or that the WTC were brought down by squibs or that UFO's and angels are real...

The biggest mistake they made was not hiding their registration info, or hiring an outside company to do that.

Nonetheless, if the product has a problem its not like it can't / won't spread around the blogosphere, and so on. A domain name won't hold them back.

You have to wonder about their competitors, too. It would be pretty easy to buy "splendasucks" and redirect it to a regular sugar importer, or something.

I'm surprised more companies don't take this very basic step.

Deepak Morris

Domain names mean very little now. Most people get to a site by searching for specific words they expect to find at the site rather than by the domain name of the site itself.

This deposition by the expert witness, Mr. Mueller, in the Taubman Company vs. Hank Mishkoff case says it best:

To get more information on Mr. Mueller you can read his background at:

If you have time do go through the whole case. It's a prime example of the heavyweights trying to protect something that isn't in danger by going after a fan and losing much more than a case in the process.

So no matter what they do to try to gag critics, criticism will out if it exists. A far better business strategy would be to engage detractors in dialogue (even the best product will have its critics), perhaps even designate people to politely counter cricisms through blog comments, participation in forums that may spring up, etc.

That would be social marketing, methinks.

The current strategy is, unfortunately for the makers of Splendo, doomed to fail because the nature of the internet itself now makes domain names virtually irrelevant.



The jump in logic between proactively buying domain names and squashing would-be splenda haters is mind-boggling.

Andres B

URLs are getting more and more irrelevant daily. In the "old" culture, you needed a short, easy to remember, descriptive and catchy name to survive and to get the attention of Yahoo's human-filtered directory.

Now with blogs and a decreasing fear of linking, whatever the domain of the site is matters a lot less than before.

If you publish and post horrid stories about your propagating terminal illness caused by Splenda, Google will get it, believe me.

Steve Tsuida

Cool blog, I found it by way of Seth Godin's blog.

Just a quick edit. In Alexander's mini-bio you say. "…and has a pension for small, ethnic markets…". The word should be 'penchant'.

Amy Alkon

The dimwits forgot -- the first one I would have thought of:


I'm almost tempted to register, just to give the company's strategy more publicity. ("What, you thought was as bad as it could get? Bwah-ha-ha-ha!")

Oh, let's use this post as a test: how long after I post this will someone go out and register that domain? And what are the odds that the folks at Johnson & Johnson will be the ones doing that? (Also check .net, .org, .info, and .biz, of course. Throw in .us and .tv as long as we're at it.)

Melvin the Genius


The only thing that is mind-boggling is the sense of authority with which you write your blog comments.

Melvn the Genius (I offer my wisdom on the internet because just like you in real life no one cares what I have to say either)

Matthew Miller

Note that "320-1000 times as sweet as sucrose" is a *good* thing from a safety standpoint, because it means you only need a tiny bit of it, which decreases any risks -- even if it turns out to be deadly, your body may be able to process it out.


All I want to know is the better, safer alternative to Splenda. Thanks.


The reason they do this is reputation management on Google. Google currently gives gives a ranking boost to domains that are exact matches to search queries. This only happens when the words are exactly the same, in the same order, and run together, not with hyphens. This is sort of a current glitch or loophole in Google's algorithm where a domain that is not that old and content that is not that good can nevertheless get ranked in the top ten results.

So would not really be of concern to them. Nobody searches for "splenda murders your children." It's pretty easy to figure out what the common searches are by using tools like Google Keyword Tool and Google Traffic Estimator. You enter "splenda" and the data comes up. You could also enter other words like "hfcs" or "wal-mart" or whatever other hated object of paranoia you can think of to get patterns that might be searched for.

tw morse

This may be of interest to your readers:

Ryan For Johnson&Johnson Stock Market

It likes that they want to hide something.
But I think that hyphens are still available and also popular in domains now too .

The site is still available, and probably all the others with a hyphen too.

They just should probably fire whomever came up with the idea to do that.The idea they have given is not only questionable but also lower standard.

Skin Care

I'm curious to find the alternative.. need to to something effective I suggest..

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