The purpose of the campaign is to differentiate Stevia Extract in the Raw from other Stevia sweetener competitors like Truvia and PureVia, said Michael Decker, director of marketing for Cumberland.
Stevia extract is a sugar substitute that was approved by the Food and Drug Administration (FDA) in December 2008.
“We're a sweeter product, and we actually perform better in cooking and baking,” Decker said. “We see this as a differentiator to our brand as opposed to the other Stevia brands that are out there.”
GBA Health Communications, a Boca Raton, FL-based firm that has been the company's AOR for 20 years, is providing PR support, said Keith Gallant, VP for GBA. PR efforts have been ongoing since the Stevia approval in 2008.
He added that company hopes to use the awareness campaign to educate consumers and position the brand for future launches of Stevia food products.
Cumberland is targeting health-conscious women, age 18 to 49 years old, through media outreach to a wide range of publications, from women's lifestyle magazines like Better Homes and Gardens and Women's World to fitness publications like Self Magazine and Shape, said Terri Slater, VP of PR for GBA.
It is also reaching out to diabetes titles, like Diabetic Living and Diabetic Cooking Magazine, she added.
The Brooklyn, NY-based company launched a Twitter page in June as a way to offer advice about healthy eating and provide links to consumers and health professionals. Gallant noted that the page is also being used to establish relationships with journalists, foodies, diabetes educators, dieticians, and personal trainers.