Cargill Launches National Marketing Campaign for Truvia™ Natural Sweetener

December 14, 2008

4 Min Read
Cargill Launches National Marketing Campaign for Truvia™ Natural Sweetener

Cargill is launching a broad-based national integrated marketing campaign for Truvia(TM) natural sweetener, the new natural, zero calorie sweetener made with the best tasting-part of the stevia leaf. Starting Dec. 15, 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.

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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.(1)

"Through research, we found that consumers are trying to live more balanced lives but have a complicated relationship with sweeteners," explained Zanna McFerson, director at Cargill Health & Nutrition. "The marketing campaign to launch Truvia(TM) 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. In times of economic uncertainty, consumers look for small, affordable ways to live a more enjoyable and healthier daily life. Truvia(TM) sweetener provides consumers with a new natural way to reduce calories or sugars in their diet naturally while still enjoying sweet taste in their foods and beverages."

Brand Design & Packaging
Cargill worked with Pentagram (New York) to develop a brand design and packaging that emphasizes the natural origin of the sweetener -- the stevia leaf. The graphic identity uses a color palette of green and white, elements of transparency and rounded shapes.
The packaging for Truvia(TM) natural sweetener further sets the brand apart. The attractive green and white carton is designed to be stored out on a kitchen counter or table, like a sugar canister, and the innovative structural design features a hinged lid that can be opened and closed repeatedly. The packaging graphics emphasize the varied uses of the product, highlighting simple, clean, crisp photos of coffee and a strawberry.
"Truvia(TM) natural sweetener is a breakthrough new product," said Paula Scher, partner at Pentagram. "The packaging and design were created to differentiate the new sweetener from existing products and showcase the leadership of Cargill in developing a new category of sweeteners."

To launch the Truvia(TM) 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," said Donna Charlton Perrin, group creative director and partner, from Ogilvy & Mather (Chicago). "Because the sweetness of Truvia(TM) natural sweetener comes from the leaves of the stevia plant -- we have a great story to tell. We chose to tell it with honesty and the simple beauty of the product. Put the information out there without artifice and give consumers the chance to actually feel good about sweetness."

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.

Integrated Marketing Campaign
To support the nationwide retail availability of Truvia(TM) natural sweetener, the marketing campaign will also include coupons, in-store and consumer sampling programs, an interactive campaign on and public relations. Cargill is working with a roster of leading agencies, including UM, Bolin Marketing, Periscope, RF|Binder Partners, Pentagram and Ogilvy & Mather (Chicago).

The tabletop version of Truvia(TM) natural sweetener is now available nationwide, wherever groceries are sold. Suggested retail price for a 40-count box is $3.99.

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

About Cargill
Headquartered in Minneapolis, Minn., Cargill is an international provider of food, agricultural and risk management products and services. With 160,000 employees in 67 countries, the company is committed to using its knowledge and experience to collaborate with customers to help them succeed. For more information, visit

(1) Source: Nielsen LabelTrends, Total U.S. Food/Drug/Mass Excluding Wal-Mart, 52 Weeks Ending 4/19/08

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