Lenovo
LENovo
mICroSof T CorPorATIoN
mCkINNEY*
Adam Carroll
Glen Fellman
Rachel Marshall
Alex Saiz
Raleigh Felton
Walt Barron
Naomi Newman
Brian Kessman
Lisa Hughes
Jessica Brown
Interactive Technologist
Group Creative Dir.
Art Dir.
Copywriter
Art Dir.
Group Strategy Dir.
Sr. Bdcst. Producer
Sr. Interactive Producer
Group Acct. Dir.
Project Leader
NEo@oGILvY
Boo T or BUST
ENErGY/NUTrITIoN ProdUCTS & SErvICES
GoLd WINNEr
Truvia® Natural Sweetener
TrUvIA
Zanna McFerson
Katie Woolery
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.
rf BINdEr
Atalanta Rafferty
UNIvErSAL mCCANN
Ian Ronin
mArS AdvEr TISING
PErISCoPE
Exec. Mngng. Dir.
VP, Assoc. Media Dir.
SWEETNESS STorIES
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.
