mICroSof T CorPorATIoN
Group Creative Dir.
Group Strategy Dir.
Sr. Bdcst. Producer
Sr. Interactive Producer
Group Acct. Dir.
Boo T or BUST
ENErGY/NUTrITIoN ProdUCTS & SErvICES
Truvia® Natural Sweetener
Asst. VP Cargill Health & Nutrition
Mktg. Comm. Mgr.
oGILv Y & mAThEr*
Donna Charlton-Perrin Creative Dir.
Tereasa Surrat Creative Dir.
Graceann Bennett Sr. Part., Dir. of Strategic Planning
Becky Getz Sr. Part., Dir. of Acct. Mgmt.
Nicole Friedman Sr. Consultant, Mktg. Strategy
Elana Tuizer Acct. Super.
mArS AdvEr TISING
Exec. Mngng. Dir.
VP, Assoc. Media Dir.
Truvia® aimed to move from the #3 sugar substitute brand (
measured by share) to #2 by stealing share from a key competitor.
They needed to gain consumer trust and awareness of its benefits
to expand beyond early adopters, and block competitors. The
creative leveraged humorous songs with an honest but fun vibe.
During the campaign, Truvia increased its share and became #2.
Its growth outpaced total category growth fivefold. It was directly
mirrored by a 5-point loss in the key competitor's share, suggesting
Truvia successfully stole from them.