PureCircle, a supplier of stevia sweetener to Pepsi and others, this week introduced a new campaign to raise awareness of a new labeling system.
The system has already been adopted by food and beverage brands, including Silk soymilk and True Lemonade, which use PureCircle's stevia. (The company is the largest global supplier of the sweetener.) The label used is a “trust mark,” which indicates to consumers that the product they are buying contains the zero-calorie, natural sweetener.
As part of the effort, PureCircle is running ads with the tagline: "We grow joy." One print execution is a co-branded ad with Silk that shows two chocolate soymilk bottles shooting out of a flower. “Taste the sweetness of nature,” the ad reads. The ads are running in magazines like Every Day with Rachael Ray, Whole Living and Shape. Euro RSCG in Chicago is the brand’s lead agency that handled creative duties. Ketchum handled pr.
The campaign components also include a microsite, Steviapurecircle.com, and sampling efforts.
PureCircle is tapping into a fast-growing natural sweetener category, made popular by Pepsi and Coca-Cola, which have started using stevia in their beverages. Accordingly, the effort targets "aware adults who do small things each day to make themselves feel a little better," said Jason Hecker, vp of global marketing at PureCircle. This includes "a thoughtful and balanced [approach to] the [food] choices they make," he said.
To educate consumers about stevia's properties and the new labeling system, the ads play up the fact that PureCircle's stevia is "100% natural and has no calories."
Jen Hartley, marketing director for Silk, said the partnership fits its brand proposition perfectly. “Our Silk Light offerings, made with stevia by PureCircle, are a great choice for our consumers who want the wholesome nutrition of soy, but want to limit calories and sugar intake,” said Hartley.
In addition to Silk and True Lemonade, other manufacturers—including tabletop sweeteners and flavored waters—are expected to roll out products containing the labeling.