Back in October 2010, Cargill announced that they were going to use an emotional approach to sell Truvia after having only limited success with a rational pitch.
Here’s the link to the blog and discussion we had about the idea: http://pjlehrer.blogspot.com/2010/10/will-emotional-approach-work-for-truvia.html#comments
Most of us felt that it was worth a try and might be successful. We also discussed the fact that the jingle while a tad annoying was also quite memorable.
Now comes word that Truvia’s market share has increased from 8.2% in October to 12.8% in March, and it is now the #2 brand behind Splenda. (Lukovitz, 2011)
So, I guess that proves that an emotional approach can sell any product – even an artificial sweetener. How interesting!
Lukovitz, K. (2011, May 3) Cargill’s Truvia Now #2 Sugar Substitute. mediapost.com. Retrieved May 12, 2011, from