At MIT Shetty earned her synthetic-biology chops by helping engineer a strain of E. coli bacteria that smelled minty fresh, eliciting praise from experimental biologists who hated the outhouse stench of unadulterated E. coli.3. It's Star-Lord and a sort of space Dr. Moreau in "More Than Human" by Doug Moench, Bill Sienkiewicz, and Bob McLeod.
TRUVIA HAS ITS OWN tribute message, an ode to the comfort Cargill wants to provide. "Have you ever cured bad news with hot choc-olate? Ever snuck downstairs to eat a cookie before breast-feeding the baby at 3 a.m.?" If the answer is yes, you are part of Cargill's new demographic, the Yoga Momma, the company's name for the typically harried but well-intentioned working woman.3. Goofy mystery awaits Detective Rex Starbuck in House of Mystery #251.
On a recent day, McFerson and Truvia's marketing director, Ann Tucker, explain the tao of Yoga Momma-ism. "The Yoga Momma wears yoga pants but may never make it to class," Tucker says. "It's more about a mind-set," McFerson adds. Both readily admit this sounds like them. "I've never been to class, but I have the pants," McFerson deadpans.
The brand homage was conceived by mothers at Ogilvy & Mather in Chicago. "What is cool about Cargill is it's a pretty female-based group," says Donna Charlton-Perrin, one of the campaign's architects. "There is a line in there about how women have a complicated relationship with sweetness. Everyone just had this autobiographical understanding of how that goes." Not surprisingly, Yoga Mommas tend to be prime spenders on health-related supermarket goodies. To reach them, McFerson spent lavishly to secure a name (which sounds like true plus stevia, and was devised by Lexicon Branding); a logo (light green type with a tiny stevia leaf, by Pentagram); and clever print and TV ads designed by Ogilvy.
