Cargill was named the 2010 Bronze Effie Award winner in the New Product & Services category for the integrated national marketing campaign introducing the Truvia™ brand as the first great-tasting, natural, zero-calorie sweetener made with rebiana, derived from the best tasting part of the stevia leaf.
"This is a remarkable achievement for Truvia™ natural sweetener and our creative partners, Ogilvy & Mather and Universal McCann. This award recognizes advertising and program effectiveness in driving business objectives. We were a new product opening the brand new category of zero-calorie natural sweetness," said Zanna McFerson, assistant vice president, Cargill Health & Nutrition and business director for the Truvia™ enterprise (tabletop and ingredient). "In a competitive sweetener market, we thank our consumers for recognizing the role of Truvia™ natural sweetener in allowing them to manage sugars and calories with a great taste."
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. The New Product & Services category recognizes any communications effort used to introduce a new product or service that is not a line extension.
"The simplicity of the message of Truvia™ natural sweetener contributed to the success of the marketing campaign," said Ann Clark Tucker, director of marketing and communications for the Truvia™ brand. "Since the story of Truvia™ natural sweetener from the leaf of the stevia plant is authentic, it resonates with consumers who want to feel good about their sweetener choice."
Truvia™ natural sweetener has rapidly gained market share since its late 2008 launch and is now the number three sugar substitute with 7.3% of U.S. retail dollar sales of the sugar substitute category surpassing Mersiant's Equal(R) (aspartame). (Source: ACNielsen Food/Drug/Mass+Wal-Mart YTD thru 5/15/10)
The marketing campaign includes network television and national consumer print and online advertising communicating the benefits and availability of the first great-tasting zero-calorie, natural sweetener. The green and white brand design and packaging for Truvia™ natural sweetener emphasizes the natural origin of the sweetener while differentiating the product from artificial sweetener competitors.
The 2010 Effie Awards judges the year's most innovative campaigns - running from September 2008 thru August 2009 - on the following criterion: the strategic challenge and campaign objectives, overarching idea, bringing the idea to life, and results.
Truvia™ tabletop sweetener is a great tasting, zero calorie sweetener, made with rebiana, derived from the best tasting part of the stevia leaf. Truvia™ rebiana is also an ingredient used to sweeten foods and beverages.
For more information, visit http://www.truvia.com/.
Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, the privately held company employs 138,000 people in 67 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 http://www.cargill.com/.