Industry News | December 15, 2008

Stevia Sweetener Makes TV Debut

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Cargill is launching a broad-based national integrated marketing campaign for Truvia, the new natural, zero calorie sweetener made from the stevia leaf. Starting today, the marketing campaign will include network television and national consumer print and online advertising, among other activities, to communicate the benefits and availability of the first great-tasting natural zero calorie sweetener.

Consumer demand for natural products continues to grow, even in this difficult economic climate. According to Nielsen, sales of products labeled "natural" generated $21.3 billion in the past year, a 12 percent increase over the previous year.

"Through research, we found that consumers are trying to live more balanced lives but have a complicated relationship with sweeteners," explains Zanna McFerson, director at Cargill Health & Nutrition. "The marketing campaign to launch Truvia tabletop sweetener is designed to inform consumers that for the first time, there is a natural great-tasting zero calorie sweetener that comes from a leaf, not a lab."

To launch the Truvia tabletop sweetener, Ogilvy & Mather (Chicago) looked at the relationship women have with sweetness. "The advertising campaign recognizes that sweeteners often come with a healthy side serving of guilt or compromise. To atone for dessert, you run extra miles on the treadmill. To reduce calories, you sacrifice taste and forgo the natural for the artificial," says Donna Charlton Perrin, group creative director and partner, from Ogilvy & Mather (Chicago).

The campaign includes four 30-second television spots directed by acclaimed director Mikon van Gastel. Building on the brand identity, the ads focus on clean, close-up images of the stevia leaf, the crystalline nature of the tabletop sweetener and its use in foods and beverages--all designed to provide consumers with the information they want. Television spots will air nationally on network and cable television. Print and online ads will run on media properties focused on women, wellness and epicurean topics.