Cargill's Ann Tucker tells Elaine Wong that the spots, created by
Ogilvy & Mather, Chicago, are about "connecting directly with consumers and attaching our brand name and our brand positioning to this new category. These are the moments and things that women do when
they make these trade offs."
But Wong reports that many Americans still haven't heard of stevia and suggests the strategy shift may be ahead of its time. In a report published in
August 2009, Mintel found that 68% of consumers weren't familiar with the sweetener. "While that was more than a year ago, not much has likely changed," says senior analyst David Browne.
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