The Truvia brand was awarded two 2012 Effie Awards for the "Sweetness Stories" integrated national marketing campaign—a Gold award in the Nutrition Products and Services category and a Silver award in the Snacks/Desserts/Confections category. The campaign was recognized for driving the consumer acceptance of Truvia natural sweetener, which is now the number-one natural sweetener in the category.
"This is a remarkable achievement for the Truvia brand and our agency partners. These awards recognize the effectiveness of the campaign in driving our business objectives," said Zanna McFerson, vice president and business director for the Truvia Enterprise.
"Since its launch in 2008, Truvia natural sweetener has become a regular item on grocery lists across the country and an ingredient in products like Coca-Cola's Sprite, VitaminWater Zero and Smucker's Sugar Free Fruit spreads."
The Truvia brand campaign was also a finalist for the Grand Effie. In addition, the brand was awarded a Bronze Effie in 2010 for its launch campaign in the New Products category. The Effie Awards, known by advertisers and agencies globally as the pre-eminent award in the industry, annually honor the most significant achievement among all marketing mediums that contribute to a brand's success.
Today, Truvia natural sweetener continues to drive innovation in the category with the recent launches of Truvia Baking Blend and Truvia Behind the Bar product for use by food service establishments in cocktails. In addition, throughout retail and grocery stores, Truvia stevia leaf extract has become an important ingredient in a variety of favorite foods and beverages such as yogurt, cereal bars and juices. Recently, The Coca-Cola Company announced the introduction of Sprite Select and Fanta Select with Truvia stevia leaf extract.
The "Sweetness Stories" integrated marketing campaign included network television, national consumer print and online advertising combined with digital and social media programs, shopper marketing and public relations. Agency partners for the campaign are Ogilvy & Mather, Universal McCann, Periscope, MARS Advertising and RF|Binder.
The 2012 Effie Awards judges the year's most innovative campaigns—running from September 2010 thru August 2011—on the following criterion: the strategic challenge and campaign objectives, overarching idea, bringing the idea to life, and results.