Truvia Launches National Ad Campaign

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.

 

The new "Sweetness Stories" campaign builds on the success of the introduction that launched Truvia sweetener. 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,'" says 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.