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.
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