Euro RSCG Adds PureCircle

Havas’ Euro RSCG in Chicago has added PureCircle to its roster, tasked with boosting the brand of stevia-based sweeteners.

Spending levels were not disclosed, though sources said an outlay exceeding $10 million was likely.

The time line for breaking work and media mix haven’t been determined.

A Euro RSCG rep said building overall consumer awareness of stevia would be the main focus of initial campaigns.

Public relations shop Ketchum will assist with the integrated effort.

London shop Still Waters Run Deep handled PureCircle’s brand identity and Web site work and remains on the client’s roster.

The stevia-based sweetener market has heated up considerably over the past year. Cumberland Packing Corp. recently assigned various brands including Stevia Extract in the Raw to New York ad shop Mother.