The marketing campaign also includes advertorial for print and online media, as well as social media engagement.
The TV ad was created by La Fabrique de Pub and will appear in 10 and 20 second clips, launching on Sky1 at 6:00am GMT and will run across numerous TV channels, including ITV London, E4, and MTV throughout January.
Print ads will feature in national and consumer media titles including The Guardian and Stylist magazine until the end of April. The marketing campaign will use the strapline: ‘Ditch the Calories, Keep the Taste’.
This marketing campaign is part of a £4m investment in Pure Via for the UK. Merisant is aiming for a leadership position in the UK stevia-based sweetener market within its first year of launch.
The European market for sweeteners generates $500m, and the European market for stevia-based sweeteners should reach an additional $100m in 2012.
Odile Marriott, UK marketing manager, said: “As a natural origin, low calorie alternative to sugar, we believe Pure Via will have a significant effect on the health of UK consumers, and therefore we have invested substantially in its launch and marketing campaign in the UK.”
In November 2011 the European Commission approved the regulation of stevia extracts (steviol glycosides) for use as sweetener products and as food additives at an EU level.
This approval meant Merisant could launch its stevia-based tabletop sweetener in the UK in December, and replicate the success Pure Via has experienced in other markets, such as France.
Pure Via will be distributed in powder, cube and stick formats, and is now available in most major retailers and specialty outlets in the UK. Pure Via already exists in the US, France and many other Europeans countries.
Source: Merisant
© FoodBev Media Ltd 2024