Pure Via's Relaunch Puts Emphasis on its 'Natural' Image

South Bend, Ind. — The Whole Earth Sweetener Co., a subsidiary of Merisant, has unveiled new packaging and a redesigned website for Pure Via, its zero-calorie, stevia-based sweetener. The repositioning conveys a natural look and is more in sync with health-conscious Pure Via users."We're really looking at 30- to 45-year-old women who are busy, active, on the go and interested in a healthy lifestyle – not diet per se," says Cheryl Gill, director of North America marketing for Merisant. "They'll eat a piece of dark chocolate or they'll have ice cream, but this sweetener piece is all around being healthy or natural. The new packaging and the website really amplify that."Different designs were tested with consumers in the U.S., France and U.K. before the final global design was selected. Both the packaging and website feature welcoming shades of brown and green complemented by images of blueberries and raspberries dusted with Pure Via and sitting atop stevia leaves.According to Gill, the design differentiates the product from the more modern look and feel of stevia-based competitors. "We've taken this position of all natural, of really having that handcrafted look and feel and adding the warmth into the packaging," she says. "We call it 'premium bohemian.'"Gill notes that the timing was right for a new approach. Pure Via's first few years were focused on educating consumers about stevia, which was introduced in 2009. "Now, consumers are pretty well educated and we're able to move to something more artistic," she says.The new packaging and website also more explicitly emphasize the Whole Earth Sweetener Co., as Merisant also manufactures other sweetener brands such as Equal and Canderel. This move is part of a longer-term branding approach that will include a growing lineup of natural products under the Whole Earth umbrella. In February, the company began this expansion by introducing its Pure Via turbinado raw cane sugar and stevia blend, which has half the calories of sugar, a crunchy texture and a golden-brown look.Retailer-specific activities have been integral to the overall repositioning effort. "Our plan this year was really around working with our key retailers to strategically participate in their programs that are driving customers into their stores," says Gill.These include dunnhumby mailers and online digital coupons at Kroger; participation in the H-E-B coupon book and Costco cookbook and mailers; banners and coupons on Walmart's website, and coupon books at Publix. The brand's national programming also includes FSI activity planned for last month and the fall.Product sampling at retailers such as Wakefern and Walmart has been another preferred tactic. "We usually offer Pure Via with coffee or tea, and the new turbinado stevia product works really well on strawberries, so those have been our go-to's for in-store demonstrations," says Gill. "Shoppers get the full experience in-store as well as a coupon, so when they walk away they can actually pick up the product."Social media activities to support the repositioning include Pure Via's Facebook and Twitter accounts, where tactics will include contests, recipes and online coupons, including free sample giveaways on Facebook.The Pure Via relaunch will be a yearlong campaign. Key metrics gauging its success will include sales and distribution activity. "We've got some target accounts where we either want to expand or just put the product in to start," says Gill, "so distribution is a key focus for us." Other metrics include website traffic and Facebook engagement.Key agency partners for the relaunch include Kantorwassink, Grand Rapids, Mich., for social media; DuPuis of Chicago for packaging; and Visual Clarity of Sawyer, Mich., for point-of-sale and website elements.

Pure Via's Relaunch Puts Emphasis on its 'Natural' Image

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