Thursday, May 12, 2011

How about that? It appears that you can sell Truvia using an emotional approach.

5/12/11

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
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=149786&nid=126390

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