CLIENT
Cargill
Zanna McFerson, Business Director Truvia(tm) Brand
Ann Tucker, Director, Marketing & Communications, Truvia(tm) Brand
AGENCY
Joe Sciarrotta, Managing Director, Chief Creative Director
Donna Charlton-Perrin, Partner, Group Creative Director
Tereasa Surratt, Creative Director
Graceann Bennett, Senior Partner, Director of Strategic Planning
Kerry O'Connell, Senior Planner
Becky Getz, Senior Partner, Director of Account Management
Nicole Apple, Partner, Group Account Director
Emily Monroe, Management Supervisor
Bolin Marketing
Universal McCann
RF Binder
SUMMARY
Truvia(tm) Natural Sweetener was launched in the US market in the 4th quarter 2008 as the very first natural sweetener alternative. The brand introduced an entirely new segment of the sweetener category to an already skeptical user base. Truvia (tm) brand focused on a key point of differentiation - honest sweetness. Something that no other brand could own. The brand has surpassed all goals and expectations achieving 5% market share and over 30% brand awareness within the first 6 months of its launch.
