He did a TV ad spot which doesn't run anymore (and I frustratingly can't find a video of) extolling the virtues of the sweet stuff. According to the CEO, Reeg was already an avid user, so was a natural pitchman:
“Some of these sweeteners say they taste like sugar,” Philibin says in the spots. "If I wanted my coffee to taste like sugar, I'd use sugar! To me, in my coffee, Sweet'N Low tastes better than sugar! It's got that extra that extra zing of sweetness none of the others have. Its taste is unique and I love it! You can't beat Pink, pal!”
Regis Philbin Endorses Sweet 'N Low (Promo Magazine)
What's funny to me is that Regis is also the spokesman for TD Bank, which is my bank. I never expected to find myself living a life where Regis Philbin is my guiding star, but so be it.