It 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.