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PureVia

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Gabrielle Reece, a former pro beach volleyball player and model, appears undressed, except for some well-placed foliage, in print ads for PureVia, a zero-calorie sweetener made from the stevia plant, whose leaves grace this campaign. Though restrained in the extreme, the artwork reminds me of racy novel covers from the '70s. That's not necessarily a bad thing, because it's certainly eye-catching (if only because the branch seems to be growing out of her armpit.) So...this shapely nude blonde is shilling for a sugar substitute? Like those risque paperbacks of yore, it's ultimately a bit of a letdown. The approach seems better suited to a more intimate category like perfume, or perhaps a more indulgent one, like decadent desserts made with sacks of real sugar. Now that would be sweet. --David Gianatasio