Truvia(TM) Natural Zero-Calorie Sweetener Launches New National Advertising Campaign

Cutting-edge research technology shows that market leader in natural zero-calorie sweetness is creating strong engagement with consumers

Oct 06, 2010, 14:36 ET from Cargill

WAYZATA, Minn., Oct. 4 /PRNewswire/ --Today, Truvia™ natural sweetener, the great-tasting, zero-calorie sweetener made with rebiana, the best-tasting part of the stevia leaf, unveiled a new multi-million dollar print, television, digital and social media advertising campaign. As the leading natural zero-calorie sweetener and the third largest brand in the U.S. sugar substitute category, Truvia™ natural sweetener introduces the new "Sweetness Stories" campaign that builds on the success of the introduction that launched Truvia™ sweetener.

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The first Effie award-winning campaign educated consumers about Truvia™ natural sweetener and its origins from a leaf. The new campaign is designed to connect with consumers on an emotional level -- talking to consumers about their relationship with sweetness and featuring whimsical tunes and real stories to highlight the choices encountered every day.

"This campaign shows what silly head games we go through in everyday life.  We want the donut, the piece of cake and yes, the chocolate.  But we deny it, avoid it, and we think if we take small bites it won't count. This is what happens with consumers every day. The campaign is designed for the viewer to react with 'that is so me,'" said Ann Clark Tucker, director of marketing for the Truvia™ brand.  

The campaign was tested nationally using the state-of-the-art bio-sensory measurement tool called EmSense technology.  Emotional and cognitive responses were captured by a sensor-laden headset while a sample audience watched Truvia™ natural sweetener commercials.  Consumers responded positively to the messages -- showing strong likeability and purchase interest scores significantly above the database norm.

The "Sweetness Stories" campaign was created by Ogilvy & Mather (Chicago). Universal McCann (New York, New York) manages the media plan.  The creative includes four 30-second television spots as well as 15-second spots that will run nationally on network, cable and digital. The new print campaign will run in a variety of national publications. A social media program also is planned.

After only 20 months on the market, the Truvia™ brand continues to set the trend in the sugar substitute category in the United States.  As the number three sugar substitute, Truvia™ natural sweetener has achieved an 8.2 percent share of U.S. retail sales of the sugar substitutes category, surpassing Merisant's Equal® (aspartame) (Source: ACNielsen Food/Drug/Mass+Wal-Mart, 4 weeks ending 9/4/10.)   In May, 2010 Truvia™ spoonable was introduced to retailers.  Truvia™ rebiana, as an ingredient, is driving growth and bringing innovation to food and beverage companies.  Truvia™ rebiana is helping companies create better-for-you beverage and food products.  Currently there are more than 20 beverage and food products featuring Truvia™ rebiana including: Glaceau vitaminwater 10™ and vitaminwater zero™, Coca-Cola Sprite® Green™, Kraft Crystal Light Pure Fitness® and Breyers YoCrunch® 100 Calorie Pack. Truvia™ rebiana can be found in products in the United States, France, Peru and Japan.

About Truvia™ natural sweetener tabletop and ingredient

Truvia™ tabletop sweetener is a great tasting, natural, zero calorie sweetener made with rebiana, derived from the best tasting part of the stevia leaf. Truvia™ rebiana is also an ingredient (rebiana) used to sweeten foods and beverages. For more information, visit

The Truvia™ brand carries with it Cargill food safety, quality assurance and global agronomy expertise.  Cargill is the company in the sweetener market managing from field to the consumer table, and the company opened the category of zero-calorie natural sweetness in 2008.

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 131,000 people in 66 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

Press contacts

Ann Clark Tucker

Atalanta Rafferty


Executive Managing Director

Marketing and Communications - Truvia™


office: 952-742-4057

office: 212-994-7511

SOURCE Cargill