The Switch. TV campaign to convert the pinks and blues to something natural.

A stevia based natural sweetener poised to disrupt the zero-calorie sweetener industry that had long been dominated by artificial alternatives to sugar. Several years of work helped to establish the narrative of From Nature, For Sweetness, that served as both a descriptor and ideology.

Reprising Truvia’s natural sweetness role as a hero in the context of the familiar yellow, pink and blue artificial sweetener packs where the messaging hit closer to home.