Our relationship with sweetness is complicated.

We love it, but it doesn’t always love us back.

Indulge with sugar, pay with calories and guilt.

Indulge with artificial sweetness, pay with mystery and doubt.

Our cravings and our conscience struggle with this every day.

This campaign is about liberation from that struggle.

That freedom is called Truvia.

The natural sweetener with no calories, artificiality or guilt.

This is victory over the chocolate bunny that made you do things you regretted in the morning.

This is triumph over your arch-enemy named dessert.

Cue our collective sigh of relief.

Cue our collective joy.

Our relationship with sweetness can be simple, honest and actually sweet again.

Cue a happy little song.