Truvia™ brand taps local singer as voice of new national advertising campaign for Truvia™ natural sweetener
Date: 20 Dec 2010
Ann Clark Tucker, Director, Marketing and Communications – Truvia™, 952-742-4057, firstname.lastname@example.org
Atalanta Rafferty, Executive Managing Director, RF|Binder, 212-994-7511, email@example.com
WAYZATA, Minnesota, Dec 20, 2010 —- The voice of native Minnesotan and aspiring singer-actor Therese Hegler is featured in the newly-launched national advertising campaign for Truvia™ natural sweetener. In an original tune sung by Hegler with an accompanying on-screen story, the 30-second commercial spots talk directly to the consumer about her relationship struggle with sweetness.
"Playing the role of today's woman who fights the temptation of those moments where that 'donut just calls your name' was very real and interesting," said Hegler. "I am that woman; the one who is concerned with what I put in my body and wants natural products, but has an incredible sweet tooth with cravings that are hard to resist."
"This campaign is about understanding consumers' struggles with sweetness, calling it out and providing a solution," said Ann Clark Tucker, director of marketing and communications for the Truvia™ brand headquartered in Minneapolis. "We decided to bring the story to life through song. It was great to find a local talent in Therese who was able to craft a voice relatable to today's woman - a natural, a bit edgy, not so perfect individual. Which is life – not perfect but a work in progress."
This is the first national advertising campaign for Hegler, who grew up in Forest Lake, Minn., and worked in Minneapolis before moving to Chicago in 2002. Minnesotans may best recognize her name from her time as the lead singer of the local swing band, The Senders, as well as performances at The Times in Minneapolis and Dakota Jazz Club in St. Paul.
"Reaction has been mostly, but not all, positive. Everyone has an opinion," commented Tucker. "The song is to make the campaign 'sticky,' remembered and associated with our brand. The media is filled right now with back-to-back ads, car commercials and the ever-present cellular phone pitches. Truvia™ natural sweetener needs to stand out and be remembered. Songs have a unique way of staying with you...and hopefully leading all the way to the grocery aisle."
Truvia™ natural sweetener, the great-tasting, zero-calorie sweetener made with rebiana, the best-tasting part of the stevia leaf, unveiled a new "Honestly Sweet®" print, television, digital and social media advertising campaign. The creative includes four 30-second television spots that are running nationally on network, cable and online and the print ads are running in a variety of national publications including those focusing on health, beauty, and food.
"The positive, encouraging nature is what I find most appealing about the Truvia™ brand commercials," added Hegler. "They don't scold or make you feel bad for wanting to enjoy sweets, but offer a balanced solution that tastes great."
After less than 2 years on the market, the Truvia™ brand continues to set the trend in the sugar substitute category. As the number three sugar substitute, Truvia™ natural sweetener has achieved a 9.5 percent share of U.S. retail sales of the sugar substitutes category, surpassing Merisant's Equal® (aspartame) for a year. (Source: ACNielsen Food/Drug/Mass+Wal-Mart, 4 weeks ending 11/27/10.)
About Truvia™ natural sweetener tabletop and ingredient
The Truvia™ brand business represents both the tabletop products - Truvia™ natural sweetener and the ingredient – Truvia™ rebiana. Truvia™ natural sweetener is a great tasting, natural, zero calorie tabletop sweetener made with rebiana, derived from the best-tasting part of the stevia leaf. Truvia™ rebiana is an ingredient used to sweeten foods and beverages. For more information, visit www.truvia.com.
The Truvia™ brand carries with it Cargill food safety, quality assurance and global agronomy expertise. Cargill is the company in the sweetener market managing from field to the consumer table, and the company opened the category of zero-calorie natural sweetness in 2008.
Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, the privately held company employs 131,000 people in 66 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 www.cargill.com.