Context

• The end and the beginning

• Competitors

• Key Targets

• Visuals

Welcome to year 2020

• Stevian integrated in every diet soda

• The percentage has fallen

• People aware of what they put in their body.

• Stevian, a new revolution within the sweetener market!

Once upon a time in 2007• Stevian got legal in Norway• People become more aware of their

health• Negotiations between Coca-Cola and

Stevian.• Connections between cancers and

artificial sweeteners

Questions asked

• Why not use Stevian in sodas

• Which artificial sweeteners are the competitors?

• How to make this happen?

The competitors

Aspartame = E 951• breakfast cereals, soft drinks, desserts

and candy.

• 160 to 220 times sweeter than sugar

• Can not come over 30 Celsius

Sucralose = E 955

• 600 times sweeter than sugar

• Splenda

• In some soft drinks e.g. Coca-Cola Light

Acesulfame K = E 950

• Almost every diet soda

• 200 times sweeter than sugar

• Blended with other sweeteners

Awareness of consumption of sweeteners

http://www.mattilsynet.no/mattilsynet/multimedia/archive/00017/Inntak_av_kunstige_s_17359a.pdf

Key targets

The age group

http://www.mattilsynet.no/mattilsynet/multimedia/archive/00017/Inntak_av_kunstige_s_17359a.pdf

Women or men?

http://www.mattilsynet.no/mattilsynet/multimedia/archive/00017/Inntak_av_kunstige_s_17359a.pdf

• Young people from the age 20-45

• Both men and women

• Young families

The Process

The process begins• Organizations

• Mattilsynet– Use their name

• Producers• Ringnes • Coca-Cola Company

– Launch a campaign within 6 – 12 months– Gave them time to make a Stevian product

Media helps out

2009 – media helps out Show documentaries and reports

Debates starts

The Stevian product launches

• Powder to use at home• Replaced some of the

table sugar use

The logo

The Campaigns

Locations

Logo on products

Summary

Organizations

Producers

Info campaign

Stevia product

Shock campaign

Stevia soda

All sodas

2007 2008 2010 2010 2011 2012 20182009

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