Pure Via, the sweetner made from the Stevia plant, launched in the UK in 2011 and sales grew quickly.
I was tasked to help develop the creative identity to grow awareness of the brands natural proposition and build their position in the UK sweetener market.
The ‘Let’s Spoon’ concept took the common ‘ you must reduce sugar from your diet’ notion and flipped its on its head, encouraging people to confidently embrace their sweet tooth in a natural and very low calorie manner.