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Video: Gabrielle Reece Shows Natural is Beautiful in New PureVia(TM) Campaign
Date:6/23/2009

d body painter Joanne Gair, whose realistic, eye-catching work has become an annual sensation in the swimsuit issue of Sports Illustrated for the past ten years, is the illusionist behind Reece's stevia-adorned design. TracyLocke created the concept for the campaign. Fashion photographer Phillip Dixon, who has been photographing Reece since she was 18 and whose photos have appeared on the covers of French Elle and Harper's Bazaar, captured the images.

"We wanted to create a memorable campaign that communicates the all natural goodness of PureVia(TM) in a way that is bold and stylish," said Sandy Stein, executive creative director for TracyLocke. "By painting Gabrielle's actual body with leaves and vines, we were able to intertwine the natural benefits of PureVia(TM) with Gabrielle's natural beauty and beliefs."

PureVia(TM) hit store shelves in late 2008 and is now available in the sweetener aisles of grocery and mass merchandise stores across the U.S. It is specially blended to complement the distinctive flavor of coffee made from the Arabica bean, the new standard for premium coffee. In addition to coffee, PureVia(TM) can be used to sweeten other hot or cold drinks or sprinkled on cereal, fruit or yogurt.

Suitable for diabetics and individuals with gluten allergies, PureVia(TM) is offered in 40-, 80- and 300-stick cartons for a suggested retail price of $3.99, $6.99 and $15.99, respectively. You can also look for it in the sweetener caddy at coffee shops and restaurants. For more information about PureVia(TM) visit www.purevia.com. Find PureVia(TM) on Facebook or follow us on Twitter. For more information about Gabrielle Reece, go to

SOURCE Whole Earth Sweetener Company
Copyright©2009 PR Newswire.
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