In his BlogWell presentation, Cargill's Internet Marketing Manager, Chris Obray, shares how their Truvia brand uses social media to find the sweet spot among consumers.

1. 8/18/2011 Truvia® Ingredient Marketing Update

2. Truvia®Natural SweetenerGoing Digital to Get to First Trial 09 August 2011 8/18/2011

3. Things to know about Truvia® Natural Sweetener Truvia (pronounced Tru-VEE-a) is the brand name for the first great-tasting, natural, zero-calorie sweetener made from rebiana, the best-tasting part of the stevia leaf Cargill sells Truvia ® natural sweetener as both an ingredient for food and beverages as well as a consumer product Launched in 2008, Truvia® natural sweetener has already become the #2 sugar substitute in retail sales

4. 8/18/2011 Timeline of the sugar substitute category 1982- Equal (Aspartame) introduced. Bulletin Board Systems trending (if you were fortunate enough to own a 1,200 bit/s modem) 1957-Sweet’n Low (Saccharin) introduced. Tupperware parties are all the rage, an early example of a brand leveraging personal networks to build awareness and move product 1999- Splenda®(Sucralose) introduced to the US; Napster is released to the delight of a pre-Facebook college student body 2006- Cargill begins development of a stevia based sweetener. Classmates.com sees an emerging threat from Facebook

5. New brand, new product, new sweetness and new marketing Stage 1: Learning about Truvia® natural sweetener Stage 2: Deciding to try Truvia® natural sweetener Stage 3: Making Truvia® natural sweetener a household item All natural sweetener? Meet the family Tastes Great  Awareness Trial Repurchase

7. I count calories and feel guilty when I eat sweets

8. However, I love food and enjoy cooking

9. I enjoy seeking out and trying new healthy products

10. My friends come to me for nutritional advice

11. I equate price with quality

12. Women

13. Married

14. College graduate or higher level of education

16. Trend setter when it comes to trying out healthy products

17. Thinks about the calories in the food she eats which leads her to make smart choices to live her healthy lifestyle

18. Active and engaged shopper, looking for organic or natural foods when she shops

20. Fattening food makes me feel guilty

21. I take steps to limit the sugar intake in my family

22. I will purchase a low calorie sweetener as a safe substitute for sugar (quite often, Splenda)6 Source: Universal McCann Media in Mind 2008 (Simmons 2008)

23. Social Media in “Yoga Momma’s” path to purchase Awareness Consideration Honestly Sweet® e-club Post Purchase Trial

24. Case Study: How the Truvia® brand uses digital media to drive trial with a new target audience Cargill Restricted and Confidential Awareness Consideration Post Purchase Trial

26. 40% of younger coffee drinkers (18-34) are much more likely to prefer sweetened coffee drinks (40% vs. 25% 55-64s and 21% of 65+) (Mintel)

28. Barnes & Nobles bookstore sampling Free samples of Truvia® natural sweetener and posters/tabletents to be displayed at B&N College Bookstores throughout the US Sorority sampling with Truvia® Natural Sweetener 1,200 Sororities nationwide get a chance to sample Truvia® natural sweetener

29. Aspretto/SodexoHonestly Sweet®sweepstakes 175 selected Aspretto/Sodexo College Café locations across the country In Café marketing materials highlightingthe product attributes of Truvia® natural sweetener Text-to-win sweepstakes Freshëns yogurt and smoothies sweetened with Truvia®rebiana Largest frozen yogurt and smoothie company in the US Dedication to natural ingredients, while highlighting the better-for-you nutritional changes to their loyal customer base, which primarily consists of 18-24 year olds living on college campuses

30. Finding campus advocates Cargill Restricted and Confidential

31. The most important thing about these impressions is that they were unsolicited from college students to college students Cargill Restricted and Confidential

32. On-campus with HerCampus Truvia® Naturally Sweetened photo contest: Best photo taken at the Barnes & Nobles Café sampling location are entered into local and national giveaways of cosmetics, gift cards, etc… Her Campus giveaway: Anyone who tweets with the hash tag #TruviaHC is automatically entered into a Her Campus drawing Her Campus Social Media Inclusion: Cooperative and promotions Her Campus Web and E-mail spotlight:Use of Her Campus school specific newsletters and microsites highlighting various on-campus sampling opportunities

33. Truvia® brand social media “bread and butter” Cargill Restricted and Confidential

34. Questions? Chris Obray Internet Marketing Manager- Truvia® 952.742.1099 chris_obray@cargill.com Truvia.com, cargill.com @truvia, @cargill

35. 8/18/2011 Truvia® Ingredient Marketing Update