June 23, 2009: As a professional volleyball player and model, Gabrielle Reece is accustomed to wearing a bikini in public; in 2001 she wore considerably less for a Playboy photo shoot. Now, she will appear in just hand-painted stevia leaves and vines in a new campaign for PureVia, an all-natural, zero calorie sweetener from PepsiCo and Whole Earth Sweetener.
The campaign, via TracyLocke, Dallas, is anchored by a print campaign with the tag, "All natural PureVia. Nothing to hide," that will break in August issues of publications including Self, Allure, Lucky, Gourmet, Bon Appetit and Cookie; as well as online. PureVia, which hit the market late last year, is a trademark of Whole Earth Sweetener, Chicago, and PepsiCo, which formed a partnership to jointly own and market PureVia globally. "We wanted to create a memorable campaign that communicates the all natural goodness of PureVia in a way that is bold and stylish," Sandy Stein, executive creative director for TracyLocke, said in a statement. "By painting Gabrielle's actual body with leaves and vines, we were able to intertwine the natural benefits of PureVia with Gabrielle's natural beauty and beliefs." The artwork was done by Joanne Gair, best known for her hand-painted bikini's in the Sports Illustrated swimsuit issues.
"I've used stevia for years, and I'm excited to introduce PureVia because it makes stevia accessible to the growing number of people seeking more natural options," said Reese, who currently works as a sports commentator and is married to pro surfer Laird Hamilton. Back to Home Page
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