Truvia® Brand, the Leading Natural Sweetener, Encourages Consumers to Make the Switch

WAYZATA, Minn., Sept. 25, 2013 /PRNewswire/ -- The Truvia^® business, maker of the #1 natural sugar substitute in the U.S., announced the launch of a new integrated marketing campaign encouraging consumers to switch to Truvia^® natural sweetener in their daily sweetening routine. The new creative campaign, which began on September 23^rd, focuses on risk-free trial, consumer awareness and adoption of Truvia^® natural sweetener through innovative TV and digital spots, social media engagement, and retail promotions.

Since launching in 2008, the Truvia^® brand has fundamentally changed the sugar substitute category around the world, and has become the #1 natural sugar substitute in the U.S., U.K., Spain and Venezuela.[1] In the U.S. alone, millions of consumers have already switched, with more than 55 million households having purchased products made with stevia-based sweeteners.[2]

"With the continued growth and acceptance of stevia and Truvia^® products in the U.S. and around the world, we saw an opportunity to get consumers to re-think their daily habits with our new creative campaign," said Mark Brooks, global business director for Truvia^® Consumer Products. "We wanted to be more direct with consumers looking for a way to reduce calories and sugars in their diet and ask them to switch to Truvia^® natural sweetener as their sweetener of choice."

The new television spots use stop frame animation to bring everyday kitchen items to life.  The campaign offers two scenarios, an at-home kitchen and a coffee shop, where consumers could make the switch and see Truvia^® natural sweetener save the day for their daily cup of coffee. The brand points to stevia, the plant that serves as the source of Truvia^® sweetness, as a key reason for consumers to change their daily sweetener routine.

"We know that when consumers try Truvia^® natural sweetener, they love it," added Mark Brooks. "We are so confident in the great-tasting sweetness of Truvia^® natural sweetener, that we are announcing a money back guarantee for any consumer unsatisfied with their switch.[3]"

In addition, a social media campaign on Facebook and Twitter asks consumers to share how and when they made the switch to Truvia^® natural sweetener, and incentivizes existing fans with samples and coupons to encourage friends and family to also use the sweetener as part of their daily routines.

"Building on the brand's success to date, we want consumers to rethink their morning routines by highlighting what makes Truvia^® natural sweetener stand apart – sweetness from nature," said Pam Fujimoto, creative director from Creature, the creative agency responsible for the new campaign. "By creating characters out of every day items and situations, we added humor to a daily routine while putting Truvia^® natural sweetener in the spotlight."

The integrated marketing campaign, which leverages the creativity and talent of a team of agencies - Creature, Universal McCann, MARS Advertising, Periscope and RF|Binder, will drive trial of Truvia^® natural sweetener products and engage consumers throughout their daily routines from a 360 degree media perspective. In addition to the 15- and 30-second television and broadband spots that will air nationally on network and cable television, the brand will execute national sampling events, digital ads, interactive social engagement, coupons and public relations campaigns encouraging consumers to switch to Truvia^® natural sweetener. 

The Truvia^® brand is not only the leading natural, zero-calorie sweetener at retail, it can be found in hotels, coffee shops and restaurants around the country.  In addition, Truvia^® stevia leaf extract is an increasingly popular ingredient in a variety of foods and beverages, including soda, sports drinks, yogurts, ice creams and more around the world. Malibu^® Island Spiced Rum, Glaceau's Vitaminwater Zero™, Coca-Cola's Sprite^®, Smucker's^® Sugar-Free Jams and Kraft's Crystal Light^® Pure are among the products sweetened with Truvia stevia leaf extract. This summer, the Coca-Cola Company launched a reduced calorie soda, Coca-Cola^® Life, in Argentina – a significant milestone in the continued global acceptance of Truvia^® stevia leaf extract.

About the Truvia^® Business
Truvia^® sweetener is a great-tasting, zero-calorie sweetener made with the best tasting part of the stevia leaf. Truvia^® sweetener is #1 in its category of zero-calorie natural sweeteners in the U.S. and is also available to consumers in Europe, Latin America and Canada. Truvia^® stevia leaf extract is also a versatile sweetening ingredient used to reduce calories and sugar in foods and beverages. The Truvia^® business uniquely manages its stevia supply chain from Field to Table having established a global agricultural standard for stevia. For more information, visit www.truvia.com.

About Cargill
Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, the privately held company employs 142,000 people in 65 countries. Cargill helps customers succeed through collaboration and innovation, and is committed to applying its global knowledge and experience to help meet economic, environmental and social challenges wherever it does business. For more information, visit Cargill.com and its news center.

[1] Nielsen All Channels Combined – 52 weeks ending 2.16.13
[2] Nielsen Homescan Panel, Total US 52 weeks, ending 3.16.13
[3] Valid only on 40-count boxes of Truvia^® natural sweetener purchased between 8/1/13 and 5/31/14

SOURCE Truvia Brand