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WAYZATA, Minn. A zero-calorie sweetener has launched an advertising campaign.
Truvia's Sweetness Stories, a new multimillion-dollar print, television, digital and social media advertising campaign, is designed to connect with consumers on an emotional level, the company said. The campaign includes four 30-second television spots, as well as 15-second spots that will run nationally on network, cable and digital. The new print campaign will run in a variety of national publications. A social media program also is planned.
“This campaign shows what silly head games we go through in everyday life. We want the doughnut, the piece of cake and, yes, the chocolate. But we deny it, avoid it, and we think if we take small bites it won’t count. This is what happens with consumers every day. The campaign is designed for the viewer to react with ‘that is so me,’” said Ann Clark Tucker, director of marketing for Truvia.