Huhuhuhu

Integrated Marketing Communications IMC Plan

Project overview: Truvia is a zero-calorie sweetener made from the Stevia plant. The sweetness of this plant comes from the leaves, which are called the rebiana. The Stevia plant was found in northeastern Paraguay. They have been using it in foods and beverages for over 200 years. Most Stevia-based sweeteners use unneeded parts of the plant. Truvia strictly uses the best tasting part, the Rebiana. This product is made up of all natural ingredients. These include: Erythritol, Rebiana, and Natural Flavors. Truvia can be used in substitute of sugar in many different recipes. It is also ok for diabetics to consume it. Client: www.truvia.com The campaign will consist of different executions that will follow one main objective. We would want our target audience to go purchase Truvia. After they try it and like it we would like them to spread the word to their friends. Even though are objective is reachable thier will be a few obstacles that can hinder the growth of the campaign. Some obstacles would be if a store near the consumer does not carry Truvia; People like convenience; Some people are scared of trying new things and Truvia is relatively new to the market; Last, people like to stick with what they know (Equal, Sugar, Splenda). The campaign will use traditional and new advertising techniques to help Truvia grow. The campaign will feature a combination of ambient advertising, dynamic billboards, print, and eventually a televised commercial depending on the success of the campaign. Target Audience: Our target audience is women ages 25-45. Women tend to be more health conscious and do the grocery shopping. Women 25-45

Campaign Flow Chart

Truvia zone flow chart Publication Better Health Womans Health Cosmo Parenting Daily Herald Full run Billboard outdoor indoor 3/1/11

1st Quarter 4/1/11 $125,385 5/1/11 $125,385 6/1/11 $125,385

2rd Quarter 7/1/11 $125,385 $115,897 $115,897 8/1/11 9/1/11 $125,385 $302,680