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

Will an emotional approach work for Truvia?

10/7/10

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
.http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i7b035dcf5d2c2ea7e4ec14ad2075a1f9