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Euro RSCG/Chicago debuts new PureCircle campaign

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PureCircle 1.pngIt hasn't been all joy and sweetness over at Euro RSCG/Chicago lately, but the agency is displaying some now in a new campaign for client PureCircle, the Oak Brook-based maker of stevia, a 100-percent natural sweetener. The campaign theme line is "We grow joy."

In each of two print executions we see products that use stevia as a sweetening agent popping out of the top of a stevia plant, In one instance the product is soy milk. In the other it's a cupcake topped with icing and a cherry. Aside from introducing readers to the joys of stevia, the ad campaign aims to introduce a new trust mark that consumers can look for on products to ascertain whether they have indeed been sweetened with stevia.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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This page contains a single entry by Lewis Lazare published on September 13, 2010 2:52 PM.

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