What’s Truvia, you ask. It’s a zero calorie sweetener that was introduced by Cargill in 2008, as an alternative to aspartame and other artificial sweeteners.
The introductory ads were designed to be educational and informative, and convey that message. But now Cargill has decided to use an emotional approach to connect with women. While the ads are not yet available on YouTube, apparently the approach is to tell women longing for chocolate that now they can have Truvia – a healthier indulgence -- instead.
Given that 68% of people have never heard of Truvia, do you think this is a good move?
Wong, E. (2010, October 4,). Cargill gets to the Heart of Stevia. brandweek.com. Retrieved October 6, 2010, from