Pyure Organic Stevia's 'Accomplish The Impossible, Surprise Yourself' film campaign, created by Our Man In Havana in April 2018, reframed sugar-free snacking
Pyure Organic Stevia Bets on Possibility in a Sugar-Free Market
Pyure Organic Stevia's "Accomplish The Impossible, Surprise Yourself" is a 2018 film campaign created by Our Man In Havana and published in the United States in April 2018, designed to reposition Floridatrend.clapboard.com/archive/organic-valley-gheelish-any-dish-food-drink">organic stevia-sweetened confectionery and snacks not as a health compromise but as a lifestyle achievement worth celebrating.
The campaign's premise is disarmingly direct. Rather than leading with the functional attributes of stevia as a zero-calorie, plant-derived sweetener, Pyure and Our Man In Havana anchored the creative around a more emotionally resonant proposition: that choosing a better ingredient is itself a form of personal accomplishment, according to Grocerydive. In a confectionery and snacks category crowded with aspirational health messaging, this framing set a notably different tone for the United States market. The campaign comprises two media assets, both delivered through the film medium, suggesting a concise, focused deployment rather than a sprawling multichannel effort.
Pyure Organic Stevia entered 2018 on significant commercial momentum, according to Paleofoundation. According to Florida Trend, the brand's revenue reached approximately $25.5 million in 2018, representing roughly 70 percent growth from approximately $15 million in 2016. That trajectory provided a commercially active backdrop against which the "Accomplish The Impossible, Surprise Yourself" campaign was launched, according to Preparedfoods. The brand had already established retail presence at scale, and the April 2018 film campaign appears designed to consolidate and deepen consumer affinity rather than introduce an unknown product. In the United States, where consumer appetite for organic and reduced-sugar alternatives was accelerating, a lifestyle-oriented film campaign carried genuine strategic logic. The Clapboard Score for this campaign is 54 out of 100.
Pyure Organic Stevia built the 2018 campaign on a consumer insight that the confectionery and snacks category had largely ignored: that health-conscious shoppers in the United States do not experience dietary substitution as sacrifice — they experience it as self-mastery, according to Pyureorganic. The campaign title "Accomplish The Impossible, Surprise Yourself" translates that insight into a direct consumer address, one that validates the decision to choose organic stevia over refined sugar rather than simply informing it.
The strategic context in 2018 was materially competitive. Truvia, backed by Cargill and The Coca-Cola Company, and SweetLeaf, then owned by Wisdom Natural Brands, both held established retail positions in the US stevia tabletop and ingredient segment. Pyure's differentiation leaned on its certified organic positioning and its aggressive retail expansion. According to Grocery Dive, Walmart sales for Pyure were up approximately 30 percent year over year during this period, signalling that its shelf presence was growing in exactly the mass-market channels where confectionery and snacks decisions are made at volume. According to Florida Trend, the brand posted roughly 50 percent year-over-year sales growth approaching $20 million in 2017, establishing Pyure as a credible challenger in the US market rather than a niche player.
The global stevia ingredient market around 2018 carried multiple estimates, ranging from approximately $490 million to $637 million, according to figures cited by Credence Research and EIN Presswire respectively. In the United States, where the organic food segment had been expanding consistently, the timing of a lifestyle-oriented film campaign positioned Pyure to capture consumers moving beyond basic label-reading into a more values-driven relationship with their snack choices.
Our Man In Havana produced the "Accomplish The Impossible, Surprise Yourself" campaign as a film-medium execution, a choice that immediately distinguished it from the static retail and point-of-sale creative that dominates the confectionery and snacks category in the United States. Film as a medium allows for emotional arc, pacing, and the kind of tonal nuance that a headline and product shot cannot achieve — and the campaign title suggests the creative team deliberately pursued that emotional register.
Production credits for the "Accomplish The Impossible, Surprise Yourself" campaign are not publicly documented beyond the agency attribution to Our Man In Havana. What the campaign's structure does reveal is a deliberate restraint in asset count. Two media assets delivered through the film medium represents a tight, purposeful deployment — a creative decision that prioritises depth of impression over breadth of coverage. In a lifestyle category where authenticity is a primary purchase driver, a small number of well-crafted films can outperform a high-volume asset library that feels produced rather than felt.
The creative tone implied by the campaign's title sits at the intersection of motivational and intimate. "Surprise Yourself" is an inward-facing directive, distinct from the outward social performance language that characterised much confectionery advertising in 2018. For a brand like Pyure Organic Stevia, whose organic certification and non-GMO credentials speak to a consumer who has already made a deliberate lifestyle commitment, this inward address lands with precision. Our Man In Havana's approach appears calibrated to affirm a consumer decision already in progress rather than to interrupt and redirect — a structurally different creative task, and one that the film medium is uniquely suited to execute in the US market.
No verified performance data for the "Accomplish The Impossible, Surprise Yourself" campaign is publicly available, and no entries for this campaign appear in the Cannes Lions, Effies, One Show, D&AD, Clios, Webby, or WARC award databases. No trade press coverage from Campaign, Ad Age, Adweek, The Drum, or Contagious specific to this campaign has been identified, and no consumer or social media reaction data has been located.
What does exist is a compelling commercial context. According to Florida Trend, Pyure's revenue reached approximately $25.5 million in 2018, up from revenues approaching $20 million in 2017, which itself represented roughly 50 percent year-over-year growth. According to Grocery Dive, Walmart sales were tracking approximately 30 percent higher year over year during this period. These figures represent brand-level performance and cannot be attributed specifically to the April 2018 film campaign, but they establish that Pyure was operating from a position of genuine commercial momentum at the moment of the campaign's release.
Structurally, a two-asset film campaign centred on a lifestyle accomplishment narrative carries clear strengths for brand-building in the US confectionery and snacks segment: it prioritises emotional resonance over promotional noise, it aligns creative tone with an already-committed organic consumer, and it deploys a medium capable of delivering the narrative depth the proposition requires. The Clapboard Score of 54 out of 100 reflects the campaign's focused but limited creative footprint and the absence of documented effectiveness data.
"Accomplish The Impossible, Surprise Yourself" is a film campaign created for Pyure Organic Stevia by Our Man In Havana, published in the United States in April 2018. It repositions organic stevia-sweetened snacking as a lifestyle achievement rather than a dietary restriction, targeting health-conscious US consumers in the confectionery and snacks category.
Our Man In Havana created the Pyure Organic Stevia 2018 campaign. The agency developed two film-medium assets under the "Accomplish The Impossible, Surprise Yourself" title, deploying a focused creative approach aimed at US consumers already engaged with organic and reduced-sugar lifestyle choices in the confectionery and snacks segment.
No awards have been identified for this campaign. A review of Cannes Lions, Effies, One Show, D&AD, Clios, Webby, and WARC databases returns no entries for "Accomplish The Impossible, Surprise Yourself." The campaign received a Clapboard Score of 54 out of 100, reflecting its focused scope and absence of documented public recognition.
Pyure was growing strongly. According to Florida Trend, revenue reached approximately $25.5 million in 2018, up roughly 70 percent from 2016. According to Grocery Dive, Walmart sales rose approximately 30 percent year over year during this period, establishing Pyure as a competitive challenger in the US stevia and organic snacks market.
Pyure's earlier recorded campaign, the 2013 "Say No to GMOs" initiative launched at Natural Products Expo East, focused on ingredient advocacy against genetically engineered foods, according to New Hope Network. The 2018 "Accomplish The Impossible, Surprise Yourself" campaign shifted to lifestyle and personal achievement, addressing consumers emotionally rather than informing them on ingredient policy.
Pyure competes primarily against Truvia, backed by Cargill and The Coca-Cola Company, and SweetLeaf, then owned by Wisdom Natural Brands, both of which held established retail positions in the United States stevia segment in 2018. Pyure differentiated through its certified organic positioning and aggressive mass-market retail expansion during this period.
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