• Brandweek, Friday, September 17, 2010 10:46 AM

The world's largest supplier of stevia sweetener, PureCircle has introduced a campaign to raise awareness of a new labeling system. The system has already been adopted by food and beverage brands, including Silk soymilk and True Lemonade. The label used is a "trust mark," reports Elaine Wong, which indicates to consumers that the product they are buying contains the zero-calorie, natural sweetener.

As part of the effort, PureCircle is running ads with the tagline: "We grow joy." One print execution is a co-branded ad with Silk that shows two chocolate soymilk bottles shooting out of a flower. "Taste the sweetness of nature," the ad reads. The ads are running in magazines like Every Day with Rachael Ray, Whole Living and Shape.

PureCircle is tapping into a fast-growing natural sweetener category, made popular by Pepsi and Coca-Cola, which have started using stevia in their beverages. Accordingly, the effort targets "aware adults who do small things each day to make themselves feel a little better," said Jason Hecker, vp of global marketing at PureCircle. This includes "a thoughtful and balanced [approach to] the [food] choices they make," he said.

Read the whole story at Brandweek »