2. Context The end and the beginning Competitors Key Targets Visuals

3. 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!

5. 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

6. Questions asked Why not use Stevian in sodas Which artificial sweeteners are the competitors? How to make this happen?

7. The competitors

8. Aspartame = E 951 breakfast cereals, soft drinks, desserts and candy. 160 to 220 times sweeter than sugar Can not come over 30 Celsius

9. Sucralose = E 955 600 times sweeter than sugar Splenda In some soft drinks e.g. Coca-Cola Light

10. Acesulfame K = E 950 Almost every diet soda 200 times sweeter than sugar Blended with other sweeteners

11. Awareness of consumption of sweeteners http://www.mattilsynet.no/mattilsynet/multimedia/archive/00017/Inntak_av_kunstige_s_17359a.pdf

12. Key targets

13. The age group http://www.mattilsynet.no/mattilsynet/multimedia/archive/00017/Inntak_av_kunstige_s_17359a.pdf

14. Women or men? http://www.mattilsynet.no/mattilsynet/multimedia/archive/00017/Inntak_av_kunstige_s_17359a.pdf

15. Young people from the age 20-45 Both men and women Young families

16. The Process

17. 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

18. Media helps out

19. 2009 – media helps out Show documentaries and reports

20. Debates starts

22. The Stevian product launches Powder to use at home Replaced some of the table sugar use

23. The logo

29. The Campaigns

34. Locations

41. Logo on products

46. Summary

47. Organizations Producers Info campaign Stevia product Shock campaign Stevia soda All sodas 2007 20082010 201120122018 2009

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